Winning back B2B2C customers

Clip'n Smile

Competition in the dental aligners market is global, and for some years now the brands that dominate it have been focusing on the patient, who has become as much a target to seduce as the prescribing professional. Aware of the need to enter this new dance, Laboratoire Lionet, a long-established local player, has entrusted us with the choreography for the creation of its brand of aligners.

To create a brand,
we define the platform

Studying the positioning and marketing mix of competitors, comparing them with our client's values and the characteristics of its product enabled us to place the future brand in the desired position on the chessboard. It will have to be as invisible, smile-repairing and easy to use as Dr Smile or Invisilign... the behemoths that dominate the market with their advertising campaigns. But our aligner will also have to convince professionals with its values of proximity, responsiveness, expertise and made in France to stand out from its foreign competitors.

Finding the right name: a real challenge

It took us some time to find the rare pearl.

A host of English-language names are already being used and protected by local, national and global players. But luck always favours the persevering!

With ‘Clip'n Smile’, our customer is emphasising the benefits for patients by offering them the chance to smile again. We've added a 2nd strong point that speaks to both targets: ease of collaboration for B2B and ease of treatment for B2C. The contracted form of the brand's writing gives it dynamism and reinforces its ‘plug & play’ aspect.

A logo that speaks to both targets

The round, calm typography of the first word conveys the brand's seriousness and business expertise.

The handwritten typeface of Smile conveys the beauty of a smile, but also the premium nature of the product.

The colour code is also aimed at the 2 targets we want to convince: black & white for B2B, sober and reassuring, the purple/fuchsia gradient, modern and warm, for patients (B2C).

Premium packaging

The storage boxes for the aligners and accessories have been chosen with a refined design, then aesthetically decorated to convey the notion of quality, and appeal to young people who are particularly sensitive to the visual aspect.

A 2 in 1 website

The site is BtoC oriented, dedicated to the end patient and also connected to a space dedicated to the practitioner.

This site acts as a bridge to the ordering and exchange platform between the laboratory and the orthodontists.

A streamlined site, in the colours of the logos, in keeping with the visual codes of today's digital world..

A how-to page means patients can take advice and best practice with them wherever they go, digitally.

Visit website

The Clip'n Smile trading and ordering platform

Laboratoire Lionet has taken advantage of the new branding to improve the UX of its platform for exchanges with orthodontists.

And it shows !

An interactive 3D viewer

We have developed an interactive 3D viewer, implemented on the BtoB platform website. It allows you to view the original scan of dental impressions in real time, without having to download or install any software.

All media coverage

We worked with our client to define an ambitious multi-channel communications plan, and developed clip'n Smile's print and web graphic guidelines to ensure that the brand's visual identity is recognisable everywhere, and to facilitate brand recognition in a market dominated by very large foreign brands. Design and layout of the Linkedin page, copywriting and design of the BtoB and BtoC brochures, trade show communications.

We also had to ensure that the brand's charter coexisted with the more traditional Laboratoire Lionet charter, so as to reassure customers that the product brand had serious origins.

A video clip to attract on social networks

It's the medium preferred by social networks, but it's also an invaluable ally for trade shows! The storytelling for this capsule is based on a mix of customer use and high-tech manufacture of aligners. The footage was shot in the laboratory with the help of employees and the brand's muse.

Taking part in the Journées de l'Orthodontie, barely 2 months after creating and registering the Clip'n Smile brand, was a bold choice. We made it together and helped our client, whose first experience of taking part in a trade show, to get to grips with the subject, to talk to the show organiser and to make logistical, advertising and budgetary choices. He knew how to run even before he learned to walk! We were amazed by the speed with which he learned to manage an event. On the agency side, the studio designed and produced a modular stand in just a few weeks, delivering it in time to carry out a dry run. And the digital team designed and integrated the invitation and thank-you emails for the visitors, proposed a calendar of publications around the event and supported the client in the professional production of their posts.