Punto Sonrisa is a dental clinic based in Villarrica, southern Chile, with over four years since its founding.
Before opening to the public, the clinic’s founders reached out to us with a clear goal: to create a visual identity that would reflect the values they envisioned for their brand. They wanted a design that conveyed approachability, responsibility, and trust, while standing out in the competitive local dental market.
After several days of creative development, we presented a strong and well-defined proposal featuring a memorable and friendly logomark. It was designed to build an emotional connection with patients and position Punto Sonrisa as a human-centered, reliable dental clinic.
For the logo and icon, we followed the concept of «simplify to build.» We started with the location pin as a visual metaphor for the word “punto” (which translates to “point” or “spot”). We then reduced it to its simplest form and, by duplicating and offsetting it, shaped the silhouette of a molar—a key dental symbol. To add a friendly, lighthearted touch, we incorporated a cartoon-style smile, reinforcing a sense of joy, warmth, and approachability.
