Alejandro Gonzalvez

03Doctor Gabe

Launching a clinical-grade oral care brand in Gen Z's language

For Doctor Gabe, a dental care line created by dentist Gabe Rosenthal, D.D.S. Built from zero at 154 Agency: the brand, the packaging, the store, and the campaigns that launched it.

The Doctor Gabe store on a desktop display, headlined Free Shipping On All Orders beside the mouthwash, brush and toothpaste.
Sector
Consumer
Discipline
Brand and e-commerce
Role
Account lead · brand, UX, and paid social
Timeline
Two years · 2021 to 2023
Industry
Consumer oral care
Team
154 Agency, with a directed video vendor

01

The decision

Don't build a dental brand and then hunt for an audience. Build it for the audience the founder could already reach.

02

The challenge

Doctor Gabe started as an idea: a practicing dentist wanted his own line of natural, clinical-strength dental care. No brand, no products, no store. Just credibility, and one unusual asset: direct lines to some of Gen Z's biggest influencer audiences.

Oral care is a category people don't think about, owned by legacy brands with a century of shelf space. A new entrant doesn't win by looking like them. It wins by speaking natively to an audience they can't reach.

So the brand had to do two things at once that rarely coexist: carry the clinical authority of a dentist's name, and feel like it belonged on a Gen Z feed between a sneaker drop and a skincare routine.

From zero · Legacy-owned category · Gen Z audience · Clinical credibility to keep

03

The approach

  1. 01

    Brand

    An identity built to hold both truths: the founder's signature as the logo with a mint leaf inside it, a neon palette, and a voice where clinical strength speaks in Glow Up language.

  2. 02

    Experience

    UX and UI consulting on the e-commerce store, with hands-on audits to make sure the buying experience actually worked the way it was designed to.

  3. 03

    Launch

    Paid social campaigns built for the feed, a directed video vendor producing content in the brand's voice, and two years of account leadership keeping it all coherent.

04

The solution

The Doctor Gabe brand book cover showing the signature logo and product range.
Brand book
The Doctor Gabe follow-up kit: mouthwash, toothpaste and brush in the brand's mint and cyan palette.
Packaging suite
The Glow Up Essentials product page: the three-item kit with its price, quantity stepper and Shop Now button.
The product page
The store on two phones: a free shipping banner over the products, and the three-step essentials.
The store, on a phone
The Essentials page explaining the toothpaste, toothbrush and mouthwash in three numbered steps.
Three steps, explained
The Doctor Gabe Instagram grid on a phone: product, ingredient and lifestyle posts in the brand's mint and cyan.
Social
The Glow Up Squad page: polaroid photographs of creators holding the Doctor Gabe box.
The Glow Up SquadThe founder's own lines to major creator audiences, turned into the campaign.

05

Outcomes

The brand went from an idea to market: a complete identity system, retail-ready packaging, a live e-commerce store, and a social presence speaking fluently to the audience it was designed for.

Two years of continuous engagement on the account, which says more about the team that held the brand together than about any one campaign.

06

Reflection

Most brands get built and then go looking for an audience. This project taught me the reverse is stronger: know exactly who is already listening, and make every choice, from the palette to the copy, for them. It's also where I learned that keeping a brand coherent for two years is harder than launching it.

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