Dentablue
Branding the world's first jelly-based oral comfort gummy, purpose-built for people living with dementia.
The challenge
Oral hygiene for dementia patients is one of care's most overlooked problems. As dementia progresses, brushing your teeth — something so routine — can become confusing, frightening, or physically impossible, for the person receiving care and the person providing it.
Dentablue set out to solve this with a genuinely new format: an oral care gummy that replaces brushing altogether. It arrived with an early-stage logo, built mainly to support fundraising, and needed a full identity that could build trust with healthcare professionals, reassure families and carers, and make a complex care issue feel simple and approachable.
Our approach
We got close to the emotional reality of oral care in dementia — the moments an everyday task tips into anxiety or distress, for carer and patient alike. That led to the idea that shaped everything: the calm that prevents the storm. Rather than leading with the problem, we positioned Dentablue as a quiet intervention that helps prevent distress before it starts.
Our solution
We built a visual identity around that sense of calm — considered typography, colour, and imagery designed to feel positive and reassuring, never clinical. The result is a flexible system that works across packaging, digital, and education materials, ready to grow with the brand.
The result
Dentablue now has an identity that communicates a genuinely new approach to dementia oral care, simply and with confidence — giving professionals reason to trust it, families reason to feel reassured, and the product room to stand out in a category where nothing like it has existed before.
Working with Polygrafic on the development of the Dentablue brand has been such a positive experience. From the beginning, they took the time to properly understand our business, our values and, most importantly, the people we are designing for.
Molly Baldini
Founder, Dentablue
The team were always incredibly receptive to feedback and never made the process feel rushed. At the same time, they brought their own creative expertise and ideas, which helped us develop a much stronger brand.
Molly Baldini
Founder, Dentablue
Project scope
Visual identity design
Social media campaign design
Presentation design
Merchandise design
Exhibition banner design
Brand advertising
Packaging design
Copywriting