Cheng Crowns is a family-owned dental crown manufacturer, specializing in pediatric crowns. Founded in 1982, the company sought to modernize their brand as the next generation of Cheng’s began to take leadership roles within the company.

Branding Round A

The Cheng family was very open to exploration for their rebrand. They had the idea of using a tooth and/or the “Cs” from Cheng Crowns in the logo, but beyond that they told us to go for it! So, for this first round we explored a wide variety of potential directions for the brand, keeping them all in gray scale to remove color as a distraction.

Branding Round B

We zeroed in on a few options that the Chengs really liked for Round B, and introduced a few colors to get an idea of what they envisioned for their brand. In particular, we explored a number of different options for combining the “Cs” into a tooth-like icon, and experimented with how it could fit within the logo as a whole.

Branding Round C

The client found both an icon and a word mark that they really connected with in Round B and asked us to combine them into one version for Round C. So with a few final touches to the logo, all that was left was to finalize the colors. We gave them several variations of both color choice and treatment for the final round, but one approach really stood out to them.

Final Brand Package Delivery

Along with a logo package including all of the key variants (black, white, color, etc.) and a brand guide outlining usage guidelines, we also put together a number of different assets to really show how the new brand could be used.

Peter Cheng

President

“At every step in their process, the Brolik team actively engaged us in discussion and listened to our needs, with the goal of producing the best possible results.”