July designs a “young and gritty” identity for Canadian dentistry Maison Dentaire 

When imagining what the identity of a typical dentist clinic might look like, perhaps the first thing that springs to mind is something quite surgical or bland. Well, the identity for Maison Dentaire – designed by Montreal-based studio July – is far from your usual dentistry. Also based in Montreal, Canada, the multigenerational clinic has updated its visual language to one that blends the old with the new. Achieved through a mix of illustration, photography, a distinguished serif typeface and playful graphics, the branding was artfully conceived by the team of creative director and designer Emanuel Cohen, art director Mariane Vaillancourt, plus photographers Sacha Cohen and Ben Meir Ohayon. Of how they came to land on this modern and monochromatic aesthetic, it was a process that involved a dive into the wider dental industry, “from a very elementary stand point,” says Cohen. “Teeth, roots, bones, strings and pointy tools; we came up with characteristics that illustrate these aspects and translates them typographically – through fragility, growth, morphology, transformation, intricacy, detail and craft.”