Tend

The US start-up company Tend was founded with the aim of reinventing the dental studio by providing dental treatments that are personalised, straightforward and fear-free. Tend was launched as a brand in October 2019. The idea grew from studies showing that very few patients in the US are satisfied with their experience at the dentist. This sets a vicious circle in motion that discourages people from visiting dentists, which in turn often results in overall poorer oral health and the need for more complicated and costly restorative services over time. Tend focuses on a new dental experience. To this end, every step from making an appointment to leaving the dental studio was designed around the idea of a branded giveaway. The dentist studios were designed as bright spaces with a calm atmosphere, a dedicated room for brushing one’s teeth or just freshening up (“The Brushery”) and a welcoming reception area. Consistently matched architectural and interior design elements include round shapes, natural light, warming woods, cafe-style tables, green tiles with a winding floss-like pattern and white walls with a playful, toothpaste-like texture. The exam rooms feature headphones and ceiling-mounted TVs; a monitor greets patients by name when they enter. The dentists and dental hygienists wear uniforms in grey and white to project the notions of trustworthiness and expertise. The visual brand identity reflects the company’s mission statement of service orientation and patient-centred friendliness. The “e” in Tend’s word mark is tilted to make it look like it is smiling, creating a sense of warmth. Nantes and Founders Grotesk were chosen as corporate typefaces. Linear key lines direct users through information and establish a clear division between pieces of content. The colour palette comprises warm, muted colours that create a sense of calm; at the centre, however, the green brand colour is featured to add authority, as green has been associated with medicine for more than a century. The visual language of Tend places mouths of all kinds at the centre of photographic materials, conveying that everyone is welcome.