Tend

Good news, it’s a new day in dental

With your teeth and tongue, you eat and talk. With your lips and gums, you kiss and smile. People really care about their mouths. But they don’t like going to the dentist. And for good reason. Lack of trust. A feeling of being judged. An expectation of discomfort. Dentists recognize these frustrations. They know dental isn’t working the way it should. And they, too, want to make it better. That’s why we decided to remake the entire experience, from molar to incisor.

We created the Tend brand, designed the online and offline experience from scratch, and scaled it from launch through its first 5 studios in New York City. With this foundation in place, Tend continues to rapidly expand to new markets, with studios booked out well in advance.

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Warm, muted colors create a sense of calm. Greens add credibility by evoking medicine, which has been associated with green for more than a century.

An artist commissioned pattern is inspired by brushing, swishing and swirling. It celebrates the sensory richness of everyday oral wellness routines.

Brand photography celebrates mouths of all kinds with zero judgment.

Dentists and hygienists receive hospitality training. They’re shown in uniform to communicate their expertise, but also smiling and snacking in a way that feels relatable.

A considered vocabulary helps reframe the experience. Instead of practices or clinics, offices are “studios.” Operatories are “suites.” Appointments are “visits.” And patients are “members.”

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The online booking experience is easy. It builds trust and anticipation with up-front, transparent pricing, personalized preference gathering, and in-your-chair Netflix choices.

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Architectural and interior design elements are designed to ease anxiety. Green tiles with a winding, floss-like pattern. Walls with a toothpaste-like texture. Rounded, welcoming shapes. Natural light. Cafe-style tables.

A custom fragrance, “Bergamist,” calms and refreshes. It has subtle notes of bergamot, sandalwood, cedar, and citrus.

The Brushery is an entirely new concept. It’s a space just for freshening up, with our pattern on the walls and blue-green sinks and shelves that play off of it.

In your suite, a TV greets you by name. Then you’re shown to your “personal space.” It has a sink with hand soap and lotion, a place to hang your coat, and an outlet to charge your phone.

Before you leave, you receive goodies you’ll love.

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