GORYANIN BROTHERS Contact

Orthodontic technology · Brand system · 2024

ORTOZENIX — Hero of Orthodontists

HERO OFORTHODONTISTS

A brand for those moving orthodontics forward

For a Russian orthodontic product manufacturer, we defined positioning and a brand platform, created the ORTOZENIX and Bracelux names, and developed the meaning and a cohesive visual system.

Context

A professional product needed its own frame of reference

ORTOZENIX manufactures braces, orthodontic instruments, and other orthodontic products. At the outset, the brand needed more than a visual identity: it needed a role and voice within a professional medical category.

Challenge

Bring engineering precision, clinical expertise, and Russian manufacturing into one clear identity, without technological coldness or medical clichés.

Meaning and arguments first. Then the name, voice, and visual form.

Positioning and platform

Technology,
clinical experience,
and freedom to act

The platform centers on an advanced Russian-made product that helps orthodontists work precisely and confidently, while allowing patients to undergo treatment with fewer compromises.

  1. 01Engineering precisionProduct arguments begin with specifications and quality control.
  2. 02Clinical expertiseThe brand speaks to the professional community in its own language.
  3. 03Local manufacturingAvailability and supply stability become part of the value proposition.
  4. 04Patient careTechnology is evaluated through treatment quality and comfort.

Naming

ORTHODONTIC
ZENITH
X

ORTOZENIX combines a direct connection to orthodontics, the idea of a peak, and X as a symbol of exploration, moving beyond the familiar, and future product architecture.

Product architecture

Bracelux

Brace directly refers to the bracket system, lux adds associations with light, clarity, and quality, while the final X connects the product to the parent brand.

Brand character

The Hero acts.
The Magician transforms.

Primary archetype

HERO

Courage, determination, and a drive to overcome professional limits: confident, never aggressive.

Supporting archetype

MAGICIAN

Transformation through knowledge and technology: complex processes become tools for real change.

Meaning

The language of confident expertise

Communication explains technology clearly and concretely. It speaks about contributions to the field, practitioners' capabilities, and the product, without sweeping promises that cannot be supported.

Our contribution to the development of Russian orthodontic technologies

Technology, a pioneering spirit, and doctors' experience

Hero of orthodontists

Visual identity

X becomes a symbol, window, and module

The brand's X takes several forms: a flat symbol, a soft metallic object, a three-dimensional element, and a photo-framing module.

ORTOZENIX logo on an interior wall
Symbol and wordmark form one architectural gesture
Silver dimensional ORTOZENIX symbol
Dimensional version of the brand X
#087CE9 #002640 #BFEAFB Brand gradient

Applications

One visual language, from packaging to engagement with the professional community

The guidelines define how the identity works across business stationery, packaging, exhibition materials, outdoor communication, uniforms, and digital applications.

ORTOZENIX exhibition booth concept
Exhibition space · concept
Award object shaped as the ORTOZENIX brand mark
Three-dimensional symbol as an award object · concept
Bracelux bracket system packaging concept
Bracelux product packaging · concept
ORTOZENIX business stationery
Stationery · application system
ORTOZENIX business card variations
Symbol and palette variations
ORTOZENIX outdoor advertising concept
Outdoor communication · concept

Guidelines

164 pages of rules and examples

One document brings together the ORTOZENIX and Bracelux names and their rationale, platform, personality, archetypes, values, meaning, visual constants, and application guidelines.

ORTOZENIX and Bracelux flag concepts
Brand materials in context · concept

Project outcome

From a new name to a ready-to-use brand system

For ORTOZENIX, we created strategic principles and a visual language that can extend to new products and applications while maintaining recognition.

  • Company and product range naming
  • Positioning and brand platform
  • Semantics and communication messages
  • Logo, brand elements, palette, and typography
  • Application system and detailed guidelines

Project

GORYANIN BROTHERS × ORTOZENIX

2024

Positioning · brand platform · naming · meaning · visual identity · usage guidelines.

Next case study

A brand system and packaging in a different category, with the same attention to brand architecture and how the object works.

Explore OCTO
OCTO branded packagingNext project ↗

The first conversation

A complex product can speak clearly, too

Tell us about your product, technology, and business challenge. We will help clarify the strategy and determine when to move on to naming and visual identity.

Discuss your challenge
Telegram@goryanin_a↗ Emaildesign@goryaninbrothers.ru↗
Phone+7 921 791-93-18
OfficeSt. Petersburg
Atlantic City, 126B Savushkina Street