Black and Ginger rebrand dental practice as Milk

The consultancy was appointed in May on the strength of previous work and its approach, says practice principal Dr Adam Dirir.

Black and Ginger was briefed to create an identity that changed patients’ negative associations with going to the dentist by moving away from ’old, stuffy dentistry’, says Black and Ginger creative director Alex Frech.

The consultancy coined the name Milk and the strapline ’Fresher dentistry’ to suggest the nurturing effects of calcium and connect to the idea of milk teeth. The name was selected over several other suggestions, such as Walrus, which played on Liverpool’s Beatles heritage, says Dirir.

The identity launches in two weeks and has been designed to make customers feel like they are getting a premium service by bringing the branding up to speed with other lifestyle brands, says Frech.

Dirir adds, ’The 1950s style of the logo ticked all the boxes. It has style and is sentimental so will appeal to our established customers.’

Black and Ginger is currently working on stationery, print materials, interiors, signage and uniforms for Milk. The interiors will include natural surfaces, pod-style seating and wall graphics that will pick up on the accent colours from the identity. It will also feature barber shop-style red and white stripes as ’a homage to the history of the profession’ when barber shops doubled as dental practices, says Dirir.

Frech says, ’We want to create a new experience – one that people aren’t petrified of.’