32 Watts

Brand Design

32 watts is a dental correction brand that offers clear aligners (transparent braces). This brand targets a younger audience and therefore had to have a professional yet youthful appeal unlike most dental brands. Customers, who are looking for dental correction, do so because they are conscious of the way they look when they smile. This insight helped us boil down the brand’s essence to the “Spontaneous Smile”. The logo incorporates a cheeky smile and wink in the ‘3’. It is also an ambigram to represent symmetry.This immediately prompts a spontaneous smile from the customer when they look at it, tilt their heads and discover this idea. We created a graphic style and a set of characters that evoked the same joy while being clean and professional. This won a CII excellence and India’s best design award.