This project presents the brand guidelines for Mr. Fris, a teeth whitening brand developed by a father and son with the knowledge of a dentist. The goal of the project was to translate the brand’s core values; safety, transparency, accessibility, and authentic family-driven entrepreneurship, into a clear and consistent visual and verbal identity.
The guidelines establish the foundation for how the brand should be communicated across different platforms. They define key elements such as logo usage, color palette, typography, tone of voice, and imagery, ensuring that every brand expression reflects the same sense of freshness, trust, and professionalism.
By combining a clean visual language with an approachable and informative tone of voice, the guidelines position Mr. Fris as a reliable and accessible alternative to expensive clinical whitening treatments. The result is a brand identity that communicates confidence, clarity, and trust; helping people feel proud of their smile.
