InDental Clinic was built on the foundations of family knowledge, experience, and dedication to dental excellence. The vision of Velimir Žujić, a top dental technician and founder of the family-run laboratory, has grown into a clinic where all family members – father, mother, daughter, and son – now work together. This unique bond of expertise, passion, and mutual trust forms the core of a business that goes beyond the traditional patient-doctor relationship. It’s a deeply human approach to health, smiles, and heritage. Today, InDental stands as a symbol of comprehensive dental care, delivered with personal attention, warmth, and high standards.

Strategic Approach & Market Analysis

Despite their exceptional service and strong family legacy, InDental was operating in a highly competitive and saturated market. The key challenge was a lack of consistent and differentiated communication with existing and potential clients. Through rebranding, we aimed to tell their compelling family story, elevate it to a narrative of emotional and rational trust, and shape a brand identity that clearly communicates the clinic’s completeness and quality of service. We highlighted their unique strengths – an in-house dental lab and the ability to provide same-day solutions, as well as their international orientation, particularly toward the Italian and Slovenian markets. Inspiration was drawn from strong regional brands like Istrian family wineries – where heritage, elegance, and emotion form a powerful identity.

Verbal Identity

By keeping the name InDental, we preserved its built reputation, while enhancing it with a strong verbal identity. A key addition is the brand signature: Žujić Dentistry, a clear homage to the family heritage. The new slogan – Smile Legacy – encapsulates everything InDental stands for. Alongside the slogan, we developed a modular messaging system that plays on the “In” prefix – In with a trust, out with a smile, Welcome In, Partners In Smiles, and Rooted In (e.g. Rooted in Precision / Tradition / Expertise).
The brand strategy includes targeted messaging for different audience segments and channels, with a primary focus on digital campaigns that tell the brand story through emotion, expertise, and approachability.

Visual Identity

The visual identity is based on the combination of the letters I and N, forming a stylized tooth with a dot – a symbol of precision, focus, and the smile itself. This dot represents what matters most: attention to detail and patient care. When rotated, the mark subtly resembles the letter Ž, a visual nod to the family surname Žujić.
The primary brand color – a refined shade of burgundy – was chosen for its warmth, elegance, and distinctiveness in the dental field. The visual system includes patterns and graphic elements derived from the logo, allowing for flexible and consistent application across various channels. The overall imagery is warm, friendly, and professional, creating an atmosphere where every patient feels seen, safe, and cared for – like being welcomed into a family.

Website

The new website, indental.hr, is designed with the patient in mind – simple, warm, and informative. It focuses on clarity, expertise, and accessible information without overwhelming users with complex terminology. All dental services are presented through recognizable problems and solutions, making the site a digital reflection of InDental’s philosophy – accessible professionalism and family-like care. With its tone and visual identity, the website becomes the brand’s digital hub and the first touchpoint for an experience centered on smiles, trust, and reassurance.

Results

The brand is currently in the implementation phase – the new website is fully functional and actively used, featuring a clearly defined verbal and visual identity. The rebranding will soon be visible across all major communication channels, as well as within the clinic itself, through signage and promotional materials.