Alura, Alura
2017
A brand in constant evolution

Alura

Background

Alura is a Colombian startup from the pharmaceutical market, with animal health and nutrition products, a global mindset and local relevance. The project’s challenge was to create a name to bring the company to life and build an image to represent its essence: knowledge and technology, side by side, to ensure well-being and life quality for the animals’ lives.

True Vision

In order to launch the new company in an innovative way and promote its approach toward the target, we searched for the balance between emotional and rational. We elevated the brand’s heart and transmitted its values with credibility and trust. We also noticed that their present effort was allied to a future concern, and that was exactly the necessary thing to guarantee the construction of a valuable portfolio for Alura. That said, our branding know-how was applied to deliver a unique and humanized work.

Creative Expression

Facing the brand’s ambitions, we detected opportunities and studied the existent visual codes in the market. So, we went ahead developing the positioning and, according to the essence, a humanized personality appeared. The insight for the name came with the words ‘future’ and ‘cure’, which sonority suggests a salute. The idea of uniting two sides, science and people, resulted in a short, positive and easy to pronounce title.

Our expertise was useful to transmit the idea of an uncomplicated pharmaceutical intelligence. The visual identity got vibrant tones, clean typography and a draw that portrayed the archetype’s lightness of the caregiver brand. In other words, the design proposition was to balance the brand’s scientific concept and the people-driven service in a perpetual motion. This is the startup spirit, always in search of new solutions!

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