Dental Studio

Building the Dental Studio of the Future

  • Mint*d Retail


The dental category needed a refresh.

VMLY&R’s mission was simple: to make going to the dentist an experience people would actually enjoy. We were asked to develop a high volume scalable hygienist-led retail proposition. One focused on prevention over cure, enjoyment over anxiety.

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We created Mint*d from the ground up - Australia’s first dental hygiene studio. A category defining retail experience that threw out the beige and boring dental rulebook and reinvented the whole shebang. The Mint*d experience was designed so that guests are guaranteed to leave with some swagger in their step and a huge smile on their face. Naturally.

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Mint*d had an incredible start – a 5-star Google review average, re-book rates well above targets and over a third of guests in the first month accepted on-going treatment plans.

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