Everything we've built and decided, in one place. Two draft sites are live to click through below. Further down is a short set of decisions — pick an option on each (or add a note) and send it back to Jack, and we'll lock it in. Nothing here is final; it's ours to shape together.
The strategy in three lines
One umbrella, two cross-linked brands, both endorsed by Éanna Callanan, Registered Clinical Dental Technician (CDT). The single claim no competitor can match: a real registered dental professional, who makes and fits the appliance himself, in Galway.
From two research passes (10 web-research agents + a second deep verification pass), the strongest openings are:
Your decisions Print / save as PDF
Our regulatory research says a CDT’s independent scope is removable dentures for adults 18+, no work on natural teeth/living tissue. To protect you, we’ve held these three pages back for now. They go live the moment there’s a clear pathway.
Being 18+ doesn’t automatically clear a CDT to scan/fit sports guards directly — it depends on your registered scope. Site copy currently stays on a safe “appropriate clinical pathway” footing until you confirm.
Both brands share the navy family. For Setanta’s one accent we recommend claret at launch (sporty, heritage, and avoids any yellow). Bronze can come later as a print/foil detail.
The name Setanta is the boy-name of Cú Chulainn — “the hound/protector.” We’ve drafted an abstract guardian-hound crest (on the Setanta site now), deliberately not a cartoon warrior. You mentioned a ChatGPT logo you liked too.
We recommend Aerona for booking (we’ll link your patient portal from the site) and humm for spreading cost on dentures. Both are Ireland-proven.
★ New — you asked about this
You can protect the brand — but “Dentures Direct” as plain words is hard to register because it simply describes the business (“dentures, supplied direct”). The smart, high-success route is to register your logo in Ireland. Here’s exactly what’s involved, what it costs, and how we get it.
Register the stylised logo (not the bare words) with the IPOI (the Irish trademark office), in Class 44 (dental services) + Class 10 (the dentures themselves). Use ™ straight away; you get the ® once it’s registered. Ireland-only for now — we can add the EU or UK later if you ever sell there (you keep priority for 6 months).
| Route | Official fees | Time (clean run) |
|---|---|---|
| DIY — logo, Class 44 + 10 | ~€317 all-in (€70 + €70 application, then €177 on acceptance) | ~6–12 months |
| With a trademark attorney (recommended) | + ~€600–€1,300 on top, for a proper clearance search, drafting the goods/services list, and handling any objection | same |
| Renewal | €250 every 10 years (+€125 per extra class) | — |
One class would be ~€247; we suggest two (44 + 10) so both the service and the physical dentures are covered. Setanta GumShields is a separate mark (Class 28) on its own track. EU-wide via EUIPO is ~€850–€900 — only worth it once you trade across the EU.
No rush — but tell us how you’d like to play it and we’ll line it up.
This is our research to help you understand the process — it isn’t legal advice. Trademark registrability is a judgement call, so for a business-critical brand we’d confirm with a registered trademark attorney before filing. Figures are current IPOI fees at time of writing.
To go live