Candid launched with a clear mission: to bring orthodontic care into the modern era—combining clinical precision with the convenience of direct-to-consumer access. Unlike trend-driven startups, Candid positioned itself as a credible health partner, with a doctor-directed model and a long-term commitment to oral care.
As graphic lead for Candid’s packaging system, I helped define how that positioning came to life through physical touchpoints. Our focus was to create an experience that felt authoritative, transformative, and welcoming—bridging the gap between medical utility and premium self-care.
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Visual Identity System
Working in collaboration with Uneka and Candid’s internal teams, we developed a visual system that reflected both clinical clarity and consumer optimism. A key anchor of the identity was the use of iridescent detailing—a subtle but expressive element that signified transformation and radiance. The pearlized surface treatments echoed the before-and-after of a smile realigned.
Typography was structured but soft. Color palettes were clean, modern, and restrained—with white and neutrals providing a hygienic base, and iridescent hits offering moments of joy. The system was built to scale across packaging, printed materials, and digital content—always speaking with care, never condescension.
Design System Principles
The packaging was designed as a system of guidance, organization, and elevation. Inside the outer shell, users discovered a custom injection-molded aligner case, a bottle of whitening foam, and a tray of aligner sets—each clearly labeled by step in the treatment journey.
The interior layout followed a strict visual logic: numbered partitions, progress-based hierarchy, and a layout that reinforced forward motion. Every material—matte board, molded plastic, foam inlays—was chosen to reflect quality and order.
The result wasn’t just protective—it was narrative. It turned orthodontic care into a series of small, empowering rituals.
Key Design Frameworks
Our team built internal frameworks to support scalable packaging development for future SKUs and service kits. These included dieline libraries, brand material specs, and structured guidelines for new product rollout.
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The work was recognized as a Notable entry in the 2018 Core77 Design Awards (Packaging category)—a reflection of how well the system married form, function, and feeling.
From first impression to final result, Candid’s packaging was designed to inspire trust and underscore transformation—not just in your teeth, but in the experience of care itself.
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