To evolve an existing brand, to enhance its values and positioning, by the development of a new corporate identity, branding and product packaging guidelines that could be applied to all collateral materials and product ranges for the global market.
Focusing first on the historical presence of Ortis, (on the market since 1958), we felt it important to look to evolving the brand image to reassure current consumers, to bring authority to the brand, whist also looking to add clarity to the different product offers and broaden the brand appeal.
To communicate conclusively, that Ortis products are both natural and scientifically proven to be effective, we first addressed the logo introducing natural cues: Firstly, the introduction of a more open and honest typography with the addition of more ‘air’ around the logo icon to communicate purity, and secondly by changing the, previously red ‘clover leaf’ icon, to green. Finally, the word ‘laboratoires’ was added beneath the logo to reflect the company values and reassure and promote trust in the brand. To help consumers find the product they need, we also addressed the packaging architecture, grouping the actions and benefits of each product group, whilst also allowing individual product communication.