Opal
Teeth Whitening Products, Branding & Identity
Role: Brand Strategy, Design Lead
Opalescence, the world’s #1-selling teeth whitening brand, has a lock on selling to professionals and through dentists offices. When they were ready to launch a DTC brand, they came to Upshot for help. We renamed them Opal and developed their brand strategy, foundation and identity. Our work includes logo, photography, packaging, website design, organic social and paid media.
Opal’s products, designed to be gentle on teeth yet effective in brightening smiles, utilize a color palette and photographic style that emphasize softness and subtlety. The brand's visual strategy, inspired by the natural iridescence and soft glimmers of its namesake gemstone, contrasts sharply with competitors' harsh, metallic packaging. This approach extends to the use of natural lighting and textures, reflecting elements like water and the sparkling play of light, to reinforce the product line’s gentle effectiveness.
Moodboard
Brand Strategy
Logo
The logo evokes openness, airiness with a hint of beauty-brand polish. The counter of the ‘o’ is tilted forward, indicating positivity and possibility while drawing attention to opal-shaped negative space in the ‘o’, subtly reinforcing the brand name.
Website
Browse at myopalsmile.com.
Digital Style Sheet
I worked closely with UX designer Suzanne Deveney to design each page of the website. To ensure ease and clarity for the developers, this work also included a robust digital style sheet.
