While the branding of players in the healthcare world has often been very wise, “medical” and sometimes even downright sullen, in recent years we’ve seen a revival marked by more lifestyle-oriented, relaxed and cheerful codes.
The HUM dietary supplement ranges are no longer the only ones.
In their wake, traditional players, especially those OTC products are bringing new dimensions…
The new UPSA X Nourished range of gummies and its resolutely pop universe.
A new breeze is blowing, and not just in terms of graphic codes.
Brands are vying with each other to offer innovative formats and playful galenic formulations, such as Les Bienfaits and its dietary supplements in spray form…
…or Roelli Roelli Confectionery and its chewing gums with functional benefits.
Alan online health insurance and its warm, empathetic, light-hearted visual identity
Look at all these new digital natives with their fun, colorful looks that are desacralizing health!
They are no longer alone. In their wake, traditional players, especially those whose products are sold over-the-counter, are adopting new, more assertive brand territories.
A case in point is Merck Laboratories, which has evolved its identity by creating brand assets with a strong, assertive personality. Bright colors, multi-faceted shapes… a design that’s sure to make a splash in the pharma world!
More timidly, other actors have adopted new universes which contrast with their historical design while remaining coherent.
This is the case of Sanofi which made a visual shift taking it from a “Big Pharma” image to a more modern and innovative image, via simple and dynamic codes: logo without emblem in black and purple colors, symmetry and mirror play, rounder lowercase typography for greater proximity and softness!
There is no doubt: the austere and “clinical” world of health is no more, long live the pleasure and emotion!
