Objective/issue
A pharmaceutical company asked us to create a portfolio identity with an umbrella brand, logo, and key visual to communicate on their cardiovascular portfolio.
The portfolio identity needed to convey “Swissness,” “high quality,” and “reliable.”
Our solution
We have crafted an alluring brand name founded on assonance to facilitate easy recall. This is complemented by a striking key visual that immediately connects their portfolio with the hallmarks of Swissness — unrivaled quality and reliability.
Results
The portfolio identity had high recall rates and was highly associated with the words “Swissness,” “quality,” and “reliability” in market research.
Objective
We were approached by Acino, a Swiss pharmaceutical company seeking our expertise to create their cardiovascular portfolio identity.
They requested us to craft an overarching brand umbrella, a distinctive logo, and a unique key visual that encapsulates 3 primary attributes: Swissness, top-grade quality, and reliability.
These attributes were mandatory because the targeted countries were emerging markets, where Swissness is an important selling point.
The objective was to depict Swissness, conjuring images of precision and sophistication associated with the Swiss reputation. The identity needed to assert high quality, offering assurances of exceptional standards maintained throughout their portfolio. Reliability was another fundamental attribute to communicate, aiming to instill trust and confidence in the company's cardiovascular offerings.
Our solution
We crafted an alluring brand name founded on assonance to facilitate easy recall: “Acino Cardio™”
With 4 letters in common and 3 similar sounds between “Acino” and “Cardio,” it was easy to remember, to trademark, and to associate with the cardiovascular portfolio.
The logo integrated Acino’s wave logo, while setting the ground for any new umbrella brand for Acino.
For the visual representation, we meticulously fashioned a stunning piece of artwork (without AI), that embodies the pinnacle of Swiss excellence and high quality through a precision timepiece design. The cardiovascular elements are seamlessly integrated, depicted by the innovative inclusion of a heart-shaped mechanism.
Results
The portfolio identity had high recall rates and was highly associated with the words “Swissness,” “quality,” and “reliability” in market research.
Client testimonial
What a wonderful branding. It covered exactly the brand essence and values we wanted to convey. This branding was quickly well recognized in emerging markets, and it gave our generic products a boost in drug quality perception.
Global Brand Manager - Acino Switzerland