Twinings
Revitalising a legacy in dental innovation
Pola, a globally recognised leader in professional tooth whitening, has long been celebrated for its safety, efficacy, and the confidence it instils in users. But even a trusted brand needs to evolve. SDI Limited, the Australian company behind Pola, partnered with Liquorice to reimagine its brand for a global audience, ensuring its legacy of trust and quality shines brighter than ever.
The refresh not only modernises Pola’s identity but also strategically positions it alongside aspirational luxury brands, elevating its presence in both professional and consumer markets. By refining its aesthetic and messaging, Pola now speaks to a more design-conscious audience, reinforcing its premium status in the competitive world of cosmetic dentistry.
The challenge
SDI approached Liquorice to refresh Pola’s brand identity and create a modern, cohesive look that better connects with Pola’s diverse global audience while maintaining its trusted reputation. The brief encompassed:
- Refining Pola’s brand identity, logos, icons, and assets
- Redesigning product packaging, inside and out.
- A new advertising style, including fonts, imagery, and colour palettes.
- Producing and art directing new model and product protography.
- 3D product and pack renders and animations.
- Comprehensive guidelines and templates for internal brand roll-out.
Understanding the audience
Pola caters to proactive individuals seeking premium tooth whitening solutions. This audience values safety, quality, and genuine results, with a strong focus on appearance for social or professional reasons. The brand also serves reactive customers referred by their dentists. As such the brand needs to function in both the B2B space (think dental mags, sales reps, and trade fairs), and the B2C space (via social media marketing, and in-dentist office promotions).
Crafting a vision for the future
To ensure Pola’s refreshed identity resonated globally, Liquorice embarked on a collaborative and strategic process:
- Discovery and Research: Liquorice conducted an in-depth analysis of Pola’s existing communications and key competitors to uncover opportunities for differentiation.
- Creative Strategy Workshop: Together with SDI stakeholders, Liquorice explored creative territories, focusing on visual and verbal identity.
- Concept Development: Liquorice presented three distinct concepts for Pola’s updated brand identity, each highlighting potential directions for brandmark, colour palettes, typography, art direction, and packaging.
- Delivery and launch: Liquorice then built out a comprehensive suite of packaging and print templates, digital and social tools, as well as detailed brand guidelines for SDI’s in-house design team. We simultaneously moved into production mode for brand imagery, assembling and art-directing teams to deliver a high-end beauty shoot and product/pack renders.
The new Pola: elegant minimalism
The refined new concept brought Pola’s identity into the modern era:
- Logo: A versatile vertical layout for memorability, inspired by the north and south poles, paired with a horizontal alternative for flexibility.
- Colour Palette: A mature, elegant scheme led by Midnight Blue, setting Pola apart from competitors.
- Typography: The contemporary sans-serif “Favorit” for headlines and body copy, complemented by “Favorit Mono” for secondary text.
- Art Direction: Elevated and luxurious, content-focused visuals using Midnight Blue as a unifying element.
Bringing the brand to life
Two distinct styles of image creation played a pivotal role in Pola’s rebranding:
- Beauty Shots: Pola’s confidence comes through in our effortless and elevated model direction, featuring empowered crops, luxurious wide framing and set styling. We cast to reflect Pola’s global reach and aspirational appeal.
- Product Shots: Simple, elegant compositions on Midnight Blue backgrounds, with styled scenes were developed in 3D while product packaging was still in production. Giving us control, and helping with delivering the brand to market with pace.
What’s next?
Pola’s revitalised identity marks the beginning of an exciting new chapter. Leveraging our brand tools, SDI is poised to deliver more innovative and memorable experiences for Pola’s customers worldwide.
Credits
Services
Brand ConsultingWorkshop FacilitationBrand StrategyBrand Identity DesignCreative DirectionArt DirectionCreative ProductionDesign for PackagingDesign for PrintGraphic DesignContent Production
Project team
Shane Loorham: Creative DirectionSteve Mitchell: Design, Art DirectionJackson Callanan: Project ManagementLightly Salted: 3D RendersRich MacDonald: PhotographyTomboy: Photography Production