Gentist is a premium dental brand inspired by the spirit of a “Great Dentist”—one who explores and challenges new methods to pursue both health and beauty. With unique oral care solutions powered by differentiated ingredients, we designed a brand experience optimized for the e-commerce environment to effectively communicate Gentist’s philosophy and product features.
Concept
Gentist delivers unique oral solutions using proprietary ingredients developed through Amorepacific’s 40 years of oral care research. As a new brand, it needed a distinct voice rooted in Amorepacific’s expertise.
To that end, we connected Amorepacific’s core value of beauty to Gentist, reimagining gums not just as a health concern but as part of skincare, resulting in a “dental beauty” solution. The products emphasize collagen-based ingredients and technology, building consumer trust while standing out in online channels.
Design Principle
We fused beauty (ingredients) and science (ingredient technology) through a bold yet refined design theme, expressing Gentist’s identity as a confident and distinctive dental beauty brand—an embodiment of Amorepacific’s approach, applied to dentistry.
Brand Name & Logo
The name Gentist combines “Great” and “Dentist,” reflecting the pioneering spirit of a dentist who continuously seeks new ways to enhance beauty and health.
The logotype uses thick strokes and narrow letter spacing, arranged symmetrically for a sleek and unique aesthetic, reinforcing Gentist’s identity as a provider of tailored dental care solutions.
Brand Name & Logo
The name Gentist combines “Great” and “Dentist,” reflecting the pioneering spirit of a dentist who continuously seeks new ways to enhance beauty and health.
The logotype uses thick strokes and narrow letter spacing, arranged symmetrically for a sleek and unique aesthetic, reinforcing Gentist’s identity as a provider of tailored dental care solutions.
Background
Since the brand was developed with a focus on e-commerce, we began by analyzing online market behavior. Our research examined how consumers navigate traditional vs. emerging sales channels, interior trends, brand perception triggers, and preferences. We hypothesized that in today’s lifestyle—where people frequent exhibitions and are exposed to elevated design—the recognition of premium brands through sophisticated design drives preference and purchase intent, more so than specific visual trends like minimalism.
We concluded that customers now have a heightened sensitivity to aesthetics and seek premium experiences. As such, we focused our design strategy on providing a sense of refinement and credibility.
We categorized the premium dental market into three visual directions, selecting the one most aligned with Amorepacific’s identity to develop further.
Brand Name & Logo
To communicate effectively in an e-commerce environment, we began the design process based on an analysis of the online market.
Through this process, we hypothesized that the “design look suitable for online” is not so much about a specific design movement,
but rather about how the perception of premium brands and products—shaped by refined taste experiences—drives preference and purchase desire,
with the price advantage of online shopping ultimately leading to actual purchases.
Accordingly, the design focused on evoking a sense of refined taste and trust in premium products.
Product Design
Gentist’s product design conveys the brand’s uniqueness and technological confidence through a modern minimalist aesthetic. The vertical layout, tailored to the usage context of oral care products, and the typography-centric design strongly communicate the presence of differentiated ingredients. An iconic typeface completes the visual identity of Gentist. Instead of using conceptual compound names, we boldly featured the common names of key ingredients in large text to ensure immediate recognition, even within small mobile thumbnails.
This approach is expected to enhance clarity and visibility, even when the products are grouped under general household categories in online platforms.
The overall design draws inspiration from cosmetic dentistry and beauty collagen, pairing the color of the main ingredient with neutral, rational tones to express a look that is both unique and trustworthy.
Cap design
The Gentist cap was designed for both aesthetics and usability in real-life environments. We developed a minimal, one-touch standing cap that is easy to use, visually appealing, and compact. Special attention was given to proportions, hinge size, cap stability, and groove depth for ease of opening.
Collaborating with the mold manufacturer and development team, we optimized the design for single-piece molding, accounting for undercuts, parting lines, and plastic flow to reduce deformation and enhance quality.
Finishing
To enhance product perception while maintaining a bold yet clean graphic identity, we applied premium post-processing techniques. Through experimentation with materials and effects, we selected finishes that elevated the visual impact—such as hot foil detailing around key texts and boxes and subtle ribbon-texture accents—to complete the luxurious feel.
New Commerce
Amorepacific’s New Commerce channel, which centers on building customer trust through direct relationships, represents an important heritage. To emphasize the exclusivity of New Commerce products, we adopted a dual design concept distinct from the regular line. The Gentist 2X Master Toothpaste, developed for this channel, delivers superior efficacy through highly concentrated ingredients. The design conveys a sense of heritage and prestige, drawing on Amorepacific’s trusted reputation and the preferences of New Commerce consumers. With a classic concept, the product stands apart from mass-market offerings, reinforcing its premium identity.
New Commerce
Amorepacific’s New Commerce channel, which centers on building customer trust through direct relationships, represents an important heritage. To emphasize the exclusivity of New Commerce products, we adopted a dual design concept distinct from the regular line. The Gentist 2X Master Toothpaste, developed for this channel, delivers superior efficacy through highly concentrated ingredients. The design conveys a sense of heritage and prestige, drawing on Amorepacific’s trusted reputation and the preferences of New Commerce consumers. With a classic concept, the product stands apart from mass-market offerings, reinforcing its premium identity.
