Biocidin tapped us to create a BOLD NEW LOOK that could differentiate them in a crowded category. Getting there took big thinking — on a very small scale.
A NATURAL SOLUTION
A challenging diagnosis, with life-altering treatment options, led Rachel Fresco to tap into the inherent benefits of botanicals and, in 1989, formulate Biocidin. The company was growing rapidly but so was the number of players in the professional supplements space.
Our partner agency, Pure Branding, experts in dietary supplement brand strategy and research, was in the process of repositioning Biocidin to stand out in this increasingly crowded category and came to us to bring their strategy to life with a visual identity to match their refreshed brand language. This meant portraying five key product categories and symbolizing their formulas in a clean, minimal way. Ultimately, their strategy uncovered that it came down to one tiny rock star – the microbe.
MICROBES MATTER MOST
We immersed ourselves in Pure Branding’s positioning strategy and quickly found inspiration in the power of the plant evident in all Biocidin formulas. Diving into design, we developed a logo that put the plant center stage and featured radiating circles that symbolize the energy emanating from it.
The strategy required a core visual element that depicts the microbe in a fresh, unexpected way. So we looked to science. Seeing the artfulness of a microscopic leaf view, we knew we’d found the perfect way to convey the natural potency of their herbaceous healing blends. Then we made that texture uniquely Biocidin, arraying it in five vibrant gradient colors that represent the five key product categories.
PART OF A BIGGER STORY
To bring these new elements to life, we focused on packaging first. We nodded to the category conventions of using white space to cue clinical along with botanical imagery to signal natural efficacy. But we ensured the look was distinct and differentiating, incorporating our leaf texture, developing a clean logo and typographic lockup and carrying over Biocidin’s legacy blue in a subtle way.
Next, we played with how far that look could extend. The brand’s core attributes of fierceness and approachability informed the brand’s tradeshow displays, refreshed website and printed and digital collateral, among other customer touchpoints. And finally, we developed a comprehensive brand guide to equip them with all the tools they’d need to successfully launch their new brand into the world.
Refreshing the WATER GAME for a key hydration player.