Cheeeese

Dare to Cheeeese Every Moment

The Challenge

When I was tasked with this project, Cheeeese wasn’t there yet, and the product was still under development.
The demand for dental care products is rapidly increasing. However, the dental care industry is also facing unprecedented levels of competition. So how to set them apart from other big and small players?
The major challenges were straightforward: the products, the brand's essence, and the service.
Another key to a successful brand strategy is to build a scalable brand that can grow sustainably. This made the concept building even more challenging.

The Results

Opportunities lie in challenges.

I created Cheeeese from scratch with the concept of “Dare to Smile.”

I was inspired by “Say cheese” – a photographer’s simple way to encourage people to smile before taking a photo.

Merging with the initial concept—Dare to Smile, Dare to Cheeeese is a unique approach reflecting the brand image and the mission. It perfectly imprints the brand’s DNA, shaping a unique and outstanding character.

As a brand name, Cheeeese naturally reflects a smile that organically links to dental products. Cheeeese (Smile) is a universal language.

It encourages a confident smile. It empowers everyone to Dare to Cheeeese (Smile) Every Moment. It gives people the invisible power to be optimistic. It’s a silent power that can make more smiles brighter.

From the date Cheeeese was born, it has walked down the path to encourage global audiences to smile freely every moment.

This is the story of how Cheeeese was created.

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My Recipe for Successful Brand Strategy

The Market

I started with market research. Research showed that there’s greater demand for electric toothbrushes. Big brands provide a variety of options from low-end to top-tier ranges, while most small brands focus on low-end markets. There’s a chance for new brands to share a slice of the pie with outstanding mid-range products.

The Gap

To fight for a larger market share, big players have constantly launched many mid-range options. Innovations that were overlooked by top-tier players are opportunities for small brands. Today’s consumers are looking for a brand that cares about their smiles with great and affordable products. The opportunity (gap) lies in the users’ voices.

The Concept

We “cheeese” freely looking at the camera. That confident smile was encouraged by the photographer. How about creating a brand that could inspire more people to “cheeeese” confidently? The concept of “cheeeese” naturally led me to my initial idea—“Dare to Smile.” That’s when and how Cheeeese was born.

The Creation

A confident smile is a magical ingredient to happiness. A dental product can be inspiring. Cheeeese could be an inspiring oral care companion to everyone. The concept—Dare to Cheeeese—gave me the confidence to shape a unique character with a feeling of optimism, empathy, and aesthetic.

Web Design

I pictured and created the web with a feeling of CHEEEESE.

The scenario-based layout, the tone of voice, and the content are the key elements to embody the character— Your Oral Care Companion.

Key Takeaways

Insights

Understanding the market wasn’t difficult through market research and analysis. The biggest challenge of this project was to find the gap where the opportunity lies for a new brand.

Naming

In dental care, brand and product naming are not easy.
Naming the brand was quite challenging as the name had to be organically linked to a smile and dental products.

Character

It was vital to find the right tone of voice that could naturally embody the personality and resonate with users. To perfectly reflect the essence, I designed a character for the brand—Your Oral Care Companion.

Passion

In the journey of branding Cheeeese, I was having a lot of fun. This is one of my key ingredients—the passion—of a successful brand strategy, as it’s always about how your users feel about the brand you created.

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CyCy 西西

Brand & Content Strategist

I am, everywhere.

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