Concrete

Twice

Reimagining the Oral Care Category with Lenny Kravitz

Twice was born when a dental family (two brothers and their renowned NYC prosthodontist father) teamed up with Lenny Kravitz to provide free dental work to the community in Lenny’s hometown of Eleuthera, The Bahamas. Seeing first hand the transformational effect in the lives of those whom previously had no access to dental care left the team inspired and wanting to do more.

The Twice line of products understands that holistic oral care is a critical part of overall physical health. Furthermore, the emotional benefit that comes with the confidence of having a beautiful smile does just as much to enrich our lives. Concrete collaborated closely with the founders and the Kravitz Design team in creating the new brand identity. The solution embraced the strong connections between physical and emotional health, and rejected the unattainable and contrived “perfect smile” aesthetic that had become the norm in this sector.

The rebrand launched in early 2022 and coincided with expanded product distribution in Target and CVS stores throughout the United States.

Services
  • Brand Strategy / 
  • Creative Direction / 
  • Brand Voice and Messaging / 
  • Visual Identity / 
  • Launch Campaign / 
  • E-commerce / 
  • Packaging / 
  • Brand Guidelines