For nourishing, protecting and bettering animal life
Developing a brand that innovates to cure
A new pharmaceutical company developing products for animal health and nourishment is born in Colombia and seeks worldwide reach. The missing element was the creation of a brand, along with its identity and value proposition.
We started this project guided by some questions – how to place the brand in a distinct way from other companies in the same segment; who are the clients and what do they want; how to define its purpose in order to orient the brand’s evolution through clear traits. By the end of an intense investigation, we got to the brand pillars, and the reasons why investors, clients and collaborators should believe, consider and consume it.
The pillars led to the definition of its value proposition and core expressions, which helped raising the brand’s platform and strategy.
Providing awareness and innovation in solutions that nourish, project and enhance animal life were the differentiation traits pointed by the study we carried out, and also the base for outlining the new brand’s essence.
Using the methodology of archetypes, the same one we applied to understand the category’s competitors, we came up with the creative concepts so we could then decide the best way to go and, finally, suggest a name for the new brand.
Our recommendation was the adoption of an abstract name, which grants the necessary liberty to build the brand’s identity and is also suggestive, as an invite for people to create their own personal positive associations.
The naming inspiration came from the words ‘future’ and ‘cure’ from English language. The idea of uniting the two poles, science (knowledge) and technology (innovation), resulted in a short title, positive and easily pronounced, which sonorously suggests a greeting and an invitation to human proximity.
With our learnings from the archetypes and the semiotics study in the category, alongside with the personality and name suggested for the new brand, we raised its visual identity, typography, colors and all graphical elements – which, conducted by a continuous trace, reminds us of the hand that crafts solutions and the constant knowledge and evolution.