For the branding stage, we follow a strategic approach. We started with a series of workshops to create a brand platform and obtain the necessary insights to define the brand strategy.
The main challenge was to generate trust within an audience that never used these types of products; but at the same time be friendly, rebellious, and innovative.
Visually, we decided to play a game between the trustworthy and the friendly, uniting these two concepts. This game is present in everything, the fonts, the colors, and the different messages.
We use two fonts; with one, we communicate the social aspect and try to generate empathy with the patients. The other typeface, Circular, is used for all the specific data that include essential information like dates, doctor names, and addresses.