Tfm, a company specialized in the high-precision mechanical processing in the automotive industry, wanted to approach the dental sector, thus putting all its technical skills and know-how on quality control into play.
The challenge was about finding a positioning for this new brand. There are more than 600 competitors in the world market, very similar to each other in terms of product and service provided. Our strategy then was about focusing on the brand and its experience rather than on the product only.
We created a naming to expresses the “strong mechanical know-how of the company for the benefit of the human being”: Mech & Human. The visual winks at the 1980s style of Ettore Sottsass’s industrial design, to create a unique brand identity in the dental sector.
This is one of the cases where we used the Human to Human approach: the brand wanted to talk directly to the surgeon who buys the products. A professional, surely, but above all a person. This is a young brand, with a direct, fresh, engaging brand character.