Merck, VIVERA
2016
System probiotic brand with new technology and concept.

VIVERA

Background

The great challenge was to develop visual and verbal expressions beyond the functional benefit, attached to the brand personality, represented by a ‘daily hero woman’, without losing the product and category adequacy.

True Vision

Naming development for the product and its active ingredient, brand visual identity and all the graphic universe related to it. The agency also took care of the packaging project regarding shape, design and the product’s action iconography, aligned according to each market. The typography for the visual identity has a unique design, representing the active and dynamic woman. Colors were inspired on natural elements and the woman’s vibration and energy. The packaging also reflects the brand’s rational and emotional attributes. Complementing the whole project, a guideline for the brand was also developed.

Creative Expression

The whole project was driven to transmit the product’s essence of a powerful woman that always helps the others to be their best. The same as the main benefit of the product that restores the intestinal flora and help people on returning to their best also, giving back their energy and their full potential, beyond common probiotics solutions. The differentiation comes from a more premium approach, with a brand personality compared to the category competitors that focuses on functional benefits only.

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