Studioenok’s identity for Ceelike breaks oral care conventions

Oral care occupies an unusual space in the consumer landscape. Products enter the body, exist in private moments and connect to deeply sensory experiences – yet the category’s visual language has long defaulted to clinical blues, icy metaphors and medical symbolism. For Ceelike, an oral care brand entering the US market, Shenzhen-based studio Studioenok saw an opportunity to reposition the category entirely, developing an identity that treats oral care less as a clinical necessity and more as an extension of contemporary beauty rituals. The resulting visual system spans both lifestyle products and professional offerings, united by what Founder & Art Director Yimin Zhao describes as “soft science” – an identity that holds scientific credibility and everyday warmth in careful balance. “The brand speaks about efficacy and material science, but it also lives in moments that are intimate, human and close to the body,” Zhao explains. “The typography therefore had to feel precise without becoming clinical, and warm without drifting into cuteness.” That balance manifests most clearly in the typographic approach. Good Sans, a rounded sans serif, provides the foundation across all applications. “Its geometric structure provides clarity and stability, while its softened terminals introduce a subtle playfulness that keeps the tone approachable,” notes Zhao. The custom wordmark replaces the ‘i’ with an exclamation point, a small detail that reinforces Ceelike’s more expressive positioning whilst maintaining legibility.