OZEN, an oral care brand for sensitive teeth, launched in the UK in July 2026 with a logo by Mother Design. The studio built the identity around bold lettering with rounded cutouts. The letterforms evoke shapes carved from solid material, drawing on a product development story that brought together medical research and artistic experimentation.
Dr. Niall Kent and Harry Zalk founded OZEN in 2026 to address tooth sensitivity that persisted even after patients used specialized toothpastes. People still avoided hot foods and cold drinks for fear of pain. The products are based on AeroGraft, a patented bioactive aerogel technology developed from research at University College London. Materials used to regenerate bone tissue provided the starting point. The technology uses calcium and phosphate, both found in teeth and bones, to help form a protective layer over sensitive areas.
The connection to sculpture predates the branding work. During his research, Kent collaborated with his brother, a sculptor trained at the Royal Academy of Arts. Their joint exploration of materials led them to use aerogels in dentistry. Mother Design drew on the brothers’ story to develop the “Creative Scientist” concept, bringing scientific precision and experimentation together. Creative Director Jo Tulej and Design Director Cecilia Serafini led the project. Broody, the Mother group’s startup incubator, helped prepare the launch’s commercial and marketing plans.
The logo presents the name on a single line. Its four tightly spaced sans-serif letters are nearly the same width. The “O” has an outer contour resembling a rectangle with rounded corners and a narrow vertical opening inside. The spaces between the horizontal strokes of the “E” end in rounded recesses. These cutouts give the lettering the appearance of a three-dimensional form carved from a solid block.
In the “Z,” a curved band replaces the conventional diagonal stroke. The final letter takes the form of a lowercase “n” but matches the height of the other letters. Soft curves and angular sections create a consistent treatment across the name. According to Mother Design, the substantial letterforms reference the science behind the technology and the product’s benefits. At the same time, their sculptural contours reflect the connection between research and creative practice.
The studio’s task was to help a new brand earn shoppers’ trust in a market with established oral care manufacturers. The identity therefore retained familiar associations with science and freshness, with the logo taking the lead. The large, heavy letters were intended to convey the rigor of the research. At the same time, the rounded cutouts softened the product’s appearance and connected it to everyday care.
The packaging pairs dark green with a light mint shade. The darker color gives the products a premium feel, while mint suggests freshness. Large, light-colored lettering runs along the tubes and boxes. OZEN launched at UK retailer Boots with Daily Sensitive Formula Toothpaste, On-the-Go Sensitive Formula Gel for use away from home, and a starter kit.