Tooth Angel - Signature Branding, Packaging and Website Design

  • Ruby Ellis

Tooth Angel is redefining oral care with a luxurious, sustainable, and dentist-approved range of products, including toothbrushes, floss, toothpaste, and more. Founder Shameek came to us with a vision to create a high-end oral care brand that bridges the gap between clinical expertise and consumer appeal. Our role was to establish a clear and distinct brand identity, paired with a polished website design to showcase Tooth Angel’s innovative approach to oral hygiene.

Project Objectives

  • Create a luxury brand that appeals to both dentists and consumers.
  • Establish a sustainable brand that avoids greenwashing and communicates transparency.
  • Develop a clear and memorable brand identity that stands out in the oral care market.
  • Design an engaging and user-friendly website
  • Showcase a harmonious blend of sustainability, science, and indulgence.

Shameek crafts the products, and we bring his vision to life through thoughtful branding and design.

Our Brand Design Approach

We began by understanding Tooth Angel’s target audiences: eco-conscious consumers seeking sustainability and dental professionals valuing trust and clinical effectiveness. Both shared core values of quality, sustainability, and innovation, shaping our design strategy.

For consumers, we crafted a luxurious yet approachable identity that integrates seamlessly into daily routines. For dental professionals, the brand conveys expertise, reliability, and sophistication.

This balance positions Tooth Angel as a brand that elevates oral care while empowering customers to feel good about their health, smile, and impact on the planet.

The Logo Design

The Tooth Angel logo features a clean, sans-serif typeface that balances luxury and friendliness, ensuring readability with an elegant, approachable style.

A subtle angel wing integrated into the 'g' adds grace and reflects the brand's angelic essence, symbolising purity, protection, and guidance. This detail highlights Tooth Angel's mission to provide exceptional oral care with a sense of comfort and luxury.

Paired with the tagline "Dentist-Approved Oral Hygiene," the logo conveys sustainability, clinical expertise, and the elevation of everyday dental routines.

Brand Colour Palette

The Tooth Angel colour palette blends sophistication and sustainability, reflecting the brand’s ethos.

Primary colours—Forest, Gold, Spearmint, and White—exude luxury, purity, and trust while reinforcing eco-conscious values.

Accent colours—Aqua, Neon Smile, and Tooth Fairy—add playfulness and modern energy.

This balanced palette enhances the brand’s timeless elegance and vibrant versatility across packaging, digital, and marketing materials.

Typography For Luxury Brand, Tooth Angel

The typography for Tooth Angel was chosen to reflect a balance of modern sophistication and timeless luxury.
The primary typeface is clean, contemporary, and highly legible, with subtle adjustments to spacing for a polished, professional finish. It communicates clarity and trust while maintaining an approachable feel.
Paired with an elegant serif accent font in italics, it introduces a touch of refinement and indulgence, elevating the brand's premium positioning.

Bespoke Website Design For Tooth Angel

As Tooth Angel is committed to selling premium oral care products online, we focused on designing a website that not only reflected the brand’s luxury positioning but also encouraged conversions and maximised average order value. To achieve this, we crafted pages that seamlessly blended elegance with functionality, ensuring a premium yet approachable experience for users.

Key design features included prominently displaying sustainability information to communicate transparency and avoid any perception of greenwashing, reinforcing trust with eco-conscious consumers.