B2C Branding DiaClin

B2C Branding Case

DiaClinRelief for Diabetes

Client Personnel:

Bohemia Personnel:

Floris KoumansStephan van Pu!elenMarco de Boer Bas HuissenTom LawrenceKyra Roest

Situation"e Orange Pearl Group realizes sustainable product innovations of pharmaceutical products, pharmaceutical development, personal care products and remedies. "e bio-active concept is aimed at substances that stimulate, activate and support the natural repair mechanism of the ectodermal tissue (skin and mucosa): resulting in a faster and better healing process without adverse e!ects.

“How can we brand this new product towards diabetics as their personal care brand?”

Target• Brand DiaClin as innovative and high-end.

• Create a trustworthy brand worldwide.

• Bridge the gap between medical and cosmetic.

Target group

• Diabetes

• Pharmacists

• Resellers

Did you knowthat Diabetics only go for a new product when they su!er one of the side e!ects of diabetes like for example eye problems?

Almost 30% of all Diabetics have eye problems from itchy eyes to severe inflammation. With at least 750.000 registered Diabetics in the Netherlands that would make more than 225.000 patients. "ey only go to the pharmacy or the doctor when they have a medical problem. And eye problems are only one of the side e!ects of Diabetes.

Imagine how the positioning of DiaClin can make the di!erence.

StrategyDiaClin claims: “We want to prevent and treat discomfort.”

Better might be: “DiaClin wants to treat the discomfort of e!ected skin and mucous areas with Diabetes patients and prevent their recurrence.”

In short:

DiaClin® brings you as a Diabetic relief when you need it, right there where you need it.

DiaClin® visuallyhas to stand out between these brands, series and packages.

Phase 1Two strategic identity directions

Logo Direction 1Wipes out the possible side e!ects.

Logo Direction 2So$ens the pain.

Phase 2Type and layout of chosen direction combined with product line

Dry skin cleaning formula wash that’s soap free

Treats and prevents gum problems,

relieves dry mouth

Relieves dry and irritated eyes

Relieves dry and irritated eyes,

treats and prevents itchy glands

Treats and preventsdry skin aswell as

relieving itchyness

Prevents problems of the diabetic foot

Treats and prevents gum problems,

relieves dry mouth

Product rangewith green lits

Product rangein final look and feel

Product rangein final look and feel

Product rangein final look and feel

Product rangein final look and feel

Product rangein final look and feel

Product rangein display package

ResultsDiaClin® is currently in production and was launched at the IDF World Diabetes Congress Dubai 2011, one of the leading events of dedicated information about medical equipments and technology industry.

Be memorable.For more information: Hugo Kalf hugo@bohemiaamsterdam.comKyra Roest kyra@bohemiaamsterdam.com

Bohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, the Netherlands

+31 [0]20 42 33 555bohemiaamsterdam.com