Bandit Design Group throws out the rulebook to craft Sage Space’s unexpected brand

Once synonymous with nightmarish scenarios and traumatic childhood memories, private dental care is making significant headway in reinventing itself and enhancing the patient experience. Contemporary practices are undergoing brand transformations that not only refresh their image but also redefine what it means to visit the dentist.

Partnering with dentist Corbin Barry, the creative minds at Sydney-based creative studio Bandit Design Group embarked on a mission to revolutionise the dental experience, guided by the aim of shattering traditional dental stereotypes and transforming oral health into a delightful journey. “Corbin’s approach to dental care focuses not on perfect white teeth, but on strong preventative care,” shares Creative Director Mikeila Scheckenbach, which led to the name ‘Sage Space.’ “‘Sage’ means wisdom, healing, and safety, and we wanted to infuse this feeling throughout the entire brand and customer experience, making Sage Space a place that truly puts the patient first.”

When considering the design direction, “our overarching goal was to merge the worlds of dentistry and wellness in a way never seen before in Australia,” Scheckenbach explains. To achieve this, the visual narrative strikes a harmonious balance between premium warmth and educational value, delivering an aura of sophistication and well-being.The brand’s design deftly incorporates subtle nods to dental elements without overtly referencing them. Senior Designer Alanna Walsh points out that smile arches subtly appear in the lettering, while the dual ‘SS’ monogram was inspired by “a piece of floss or a well-used tube of toothpaste.”

These design elements extend beyond the logo, influencing the interior design as well, from the S-shaped concierge desk to the thoughtfully crafted door handles and art pieces.

The type collection for Sage Space, featuring Anton, Albra Light, and Allrounder Grotesk, plays a pivotal role in setting Sage Space apart from the conventional dental industry. “We chose Anton as the heading font for its resemblance to strong and straight chompers,” notes Walsh. Albra Light is employed for feature text, bringing a friendly and calming aura, while Allrounder Grotesk is chosen for body text and CTAs, ensuring readability and a sense of trustworthiness.

Art Director Brooke Cavallaro describes how the art direction challenges traditional expectations, using abstract and artistic imagery to evoke a sense of relaxation and tranquillity. “For ‘The Align’ ritual (Invisalign), we layered and balanced ribbed glasses, clear liquids, and intriguing transparent shapes, capturing tight, zoomed-in crops to convey alignment, movement, and the straightening of teeth. Simultaneously, for ‘The Glow’ ritual (whitening), we focused on a composition that embodies bright, fresh, and white aesthetics. This included rounded, softly curved objects characterised by grooves, ribs, and rounded corners to symbolise teeth.”