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Radical Smile

Strategy/Positioning, Naming & Corporate Design, Start-up


We all love to reveal the joyful smile and discover the sparkle in the eyes of those who have just been gifted a beautifully wrapped present. This inspired two friends – Simone Tasche and Stefanie Recht – to come up with a business idea: They founded radical smile Studios.

At radical smile you can find everything you need to wrap a present so beautifully that genuine joy will light up the face of the recipient. Because the wrapping is part of the gift itself. That first impression, that first layer also says something about ourselves and reveals how much we value the person receiving the gift.

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We at brand.pack developed a positioning based on this motivation and the analysis of what is important to them and what they stand for; considering a medium and long term approach. First resulting in the brand name ‘radical smile’, an expression of pure and powerful joy.

In the next step we created the logo: Nicely balanced between a strong appearance, playfulness and a gentle note added by rounded features. The interplay of the letters emphasises the emotional side and stands for the closeness of people and the joy of giving.

Die medizinisch natürliche Wirkkompetenz wird durch das austarierte Verhältnis von Farbe, Weißanteil und Keyvisual erreicht. Das Bogenelement mit dem farbigen Bereich strukturiert die Verpackung und bietet Möglichkeiten von Sortimentserweiterungen.

Die medizinisch natürliche Wirkkompetenz wird durch das austarierte Verhältnis von Farbe, Weißanteil und Keyvisual erreicht. Das Bogenelement mit dem farbigen Bereich strukturiert die Verpackung und bietet Möglichkeiten von Sortimentserweiterungen.

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The corporate design system itself is designed to provide a framework, a stage, for the actual products. In terms of colour, the brand is limited to black and white, which and thus allows a free and situational use of colour. And radical smile is only just embarking on an exciting journey …

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