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The future
of Health Care
envisioned by
Studio AH—HA
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Studio
AH—HA
redesigns
a post-
chemical
society
brand:
Biocol
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Communication and graphic design Studio AH-HA developed the visual identity for Biocol, a lab providing health care solutions free from chemicals and only containing natural ingredients. Biocol’s goal is clear: developing medicines that can be explained by one hashtag. This is what Studio AH-HA envisioned in terms of the whole graphic identity of the new brand: straightforward and clear-cut messages, medicines that are easy to understand. AH-HA’s design approach was to create a transparent and simple visual communication. This led to playful iconic images presenting the actual ingredients and its accompanying colour palettes. All the images contain a visual and unexpected twist.
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Health care and design go hand in hand
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“Since it concerns a sensitive topic (health care) we had to dive quite intensively into the subject in order to understand everything in detail and transmit the right message,” says Catarina, half of AH-HA. The crucial aspect was to simplify the medicine’s message not only in words but in images as well. And make sure that everyone is able to understand it clearly in one go. This philosophy is integrated in all of Biocol’s visual communication.
It all starts with the logo. The logo is stripped of superfluous symbols and condensed into one basic graphic element: the circle. It refers to an open trademark symbol. Herewith studio AH-HA implicitly answers to how a post-chemical brand should look like. For the website, posters, advertising and packaging, symbols are used that remind us of familiar and common objects that underline the purpose of the medicine. Also, to reinforce the clarity of the communication, the colour palette is actually derived from the medicines’ ingredients.
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With the image
above AH-HA
wants to show
on the one
hand the specialty
and impact of the
ingredients,
and on the other
hand a level
of commitment
to a new
lifestyle.
The banana
image
symbolizes
the idea of
how easily
it is to take
the supplement,
as it is to peel
and eat a
banana.
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“It is exciting to work with a Portuguese company with such a strong vision,
and to be involved in the whole process. With this project we can contribute to this new paradigm in the pharmaceutical industry,” Carolina, the other half of AH-HA.
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Biocol’s history in pharmaceutical industry goes back to 1978. This year, the brand started a lab to conduct scientific research into natural health care. Biocol wants to break the boundaries within the pharmaceutical world and change the current paradigm. Their goal is to improve people’s health and create ethical, natural and affordable medicines. It strives for quality in all aspects: ingredients, impact, ethics and communication.
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Studio AH-HA is a multidisciplinary design studio founded in 2011 by Carolina Cantante (1985) and Catarina Carreiras (1985). In their work they always strive to bring a breeze of fresh air and wonder to messages. Studio AH-HA simplifies the complicated, pushes the boundaries of graphic common sense and proposes unexpected perspectives. While the studio is still young, Carolina and Catarina’s work is already known for remarkable concepts and joyful work. They simply love what they do, and try to bring as much ahahs as possible to every project.
The duo met while studying communication design in Lisbon. Followed up by working abroad side-by-side with some of their design heroes - Sam Baron & Fabrica's Design Studio (Treviso, Italy), Rem Koolhaas & the Office for Metropolitan Architecture (Rotterdam), Hjalti Karlsson and Jan Wilker at Karlssonwilker Inc (New York), Ian Anderson & Experimenta Design (Lisbon).
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