Overview
When my longtime friends Andreas Vavaroutsos and Jason Lombardo brought me into the Propr Dental project, I immediately saw the potential. The product—originally launched as PeriClean—was developed by renowned periodontist Dr. Jack Gruber and his son Michael. It offered a truly innovative approach to dental care, designed to prevent gum recession using a radically different kind of toothbrush. The science was strong, but the branding hadn’t done it justice. That’s where we came in.
I collaborated on the creative development across the board—handling brand development, naming, logo design, messaging, packaging, 3D modeling, web design and video production. From the start, we knew we needed to reinvent the product from the ground up. That began with a name change: Propr—a word that captured the idea of doing things the right way, cleanly and confidently.
Visually, the brand needed to strike a balance between clinical credibility and consumer appeal. After much consideration amongst the logo options from all three designers, we all agreed that Jason Lombardo submitted the winning logo. From there we developed the custom colorways and subscription packaging with minimalism, clarity, and presence in mind. The packaging system was engineered to stand out in any environment—delivering an elevated unboxing experience while emphasizing the product’s medical-grade benefits.
To ensure consistency as the brand scaled, we created a full set of brand guidelines detailing logo usage, color palette, typography, tone of voice, and photography direction. These guidelines served as the foundation for all visual and written communications moving forward.
We brought in Brad Rhoads to collaborate on the brand blueprint and help refine the messaging. Working closely with Dr. Gruber and Michael, we articulated the brand’s positioning, values, and voice—clear, authoritative, and human. From there, I produced a series of promotional videos to help tell the Propr story, highlight the product’s unique design, and educate consumers on the dangers of traditional brushing techniques. We also brought in digital designer, Jason Abbott to assist with the website build and the Shopify integration.
The results were immediate. The rebrand gave Propr a distinct, memorable identity that resonated with both dentists and everyday consumers. What began as a niche product with limited traction was now gaining momentum, thanks to a brand that finally matched the innovation behind it.
It was an incredibly rewarding project—and a true team effort. Helping bring Propr to life was not only creatively fulfilling, it was a chance to contribute to something with real potential to improve people’s health.
Client
Propr Dental
Agency
Sanna
Role
Creative Director
Art Director
Graphic Designer
Illustrator
Package Designer
Copywriter
Creative Team
Christopher Sanna
Andreas Vavaroutsos
Jason Lombardo
Brad Rhoads
Jason Abbott
When we partnered with Chris, Jason, and Andreas, we knew we were in the best hands. Their creativity, care, and commitment are unmatched—and without their vision and support, Propr Dental simply wouldn’t exist. We’ve been incredibly fortunate to work with such exceptional people.
Dr. Jack Gruber and Michael Gruber
Founders, Propr Dental
