Pretty teeth bring you beautiful smiles and good looks — Ouchi Orthodontic Clinic is one of the few orthodontic clinics in Matsuyama. Upon opening of the clinic, we joined in with its branding. Cleanness, sophisticated ambiance, and beauty were set up as main theme which appeal to women, the main target of the business. For the logo, the initials ‘OCC’ with a straight horizontal line running through the centre connecting the letters simply signifies straightened teeth. We made sure the dignified beauty and orderliness after the treatment are signified in the design. Silver, the main colour, is chosen to remind potential patients of Ag which maintain cleanness and of beauty and tenderness. It is also aimed to ease the concerns over having their teeth straightened. The theme continued in various promotional tools and in the website which strike a good balance between the ‘sense of security’ and ‘beauty’ which are expected of orthodontic treatments.