B2C Branding DiaClin


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B2C Branding DiaClin

  1. 1. B2C Branding CaseDiaClinRelief for DiabetesClient Personnel: Floris Koumans Stephan van PuffelenBohemia Personnel: Marco de Boer Bas Huissen Tom Lawrence Kyra Roest
  2. 2. SituationThe Orange Pearl Group realizes sustainable productinnovations of pharmaceutical products, pharmaceuticaldevelopment, personal care products and remedies.The bio-active concept is aimed at substances that stimulate,activate and support the natural repair mechanism of theectodermal tissue (skin and mucosa): resulting in a fasterand better healing process without adverse effects.“How can we brand this new product towards diabeticsas their personal care brand?”
  3. 3. 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
  4. 4. Did you knowthat Diabetics only go for a new product when they suffer oneof the side effects of diabetes like for example eye problems?Almost 30% of all Diabetics have eye problems from itchy eyesto severe inflammation. With at least 750.000 registeredDiabetics in the Netherlands that would make more than225.000 patients. They only go to the pharmacy or the doctorwhen they have a medical problem. And eye problems are onlyone of the side effects of Diabetes.Imagine how the positioning of DiaClin can make the difference.
  5. 5. StrategyDiaClin claims: “We want to prevent and treat discomfort.”Better might be: “DiaClin wants to treat the discomfort ofeffected skin and mucous areas with Diabetes patients andprevent their recurrence.”In short:
  6. 6. DiaClin®brings you as a Diabeticrelief when you need it,right there where youneed it.
  7. 7. DiaClin® visuallyhas to stand outbetween these brands,series and packages.
  8. 8. Phase 1Two strategic identity directions
  9. 9. Logo Direction 1Wipes out the possible sideeffects.
  10. 10. Logo Direction 2Softens the pain.
  11. 11. Phase 2Type and layout of chosen directioncombined with product line
  12. 12. Relieves dry and Treats and prevents irritated eyes, gum problems, treats and prevents relieves dry mouth itchy glands Dry skin cleaning formula wash that’s soap free Treats and prevents dry skin aswell as relieving itchyness Prevents problems of the diabetic foot Treats and prevents gum problems, relieves dry mouth Relieves dry and irritated eyesProduct rangewith green lits
  13. 13. Product rangein final look and feel
  14. 14. Product rangein final look and feel
  15. 15. Product rangein final look and feel
  16. 16. Product rangein final look and feel
  17. 17. Product rangein final look and feel
  18. 18. Product rangein display package
  19. 19. ResultsDiaClin® is currently in production and was launched atthe IDF World Diabetes Congress Dubai 2011, one of the leadingevents of dedicated information about medical equipmentsand technology industry.
  20. 20. Be memorable.For more information:Hugo Kalf hugo@bohemiaamsterdam.comKyra Roest kyra@bohemiaamsterdam.comBohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, the Netherlands+31 [0]20 42 33 555bohemiaamsterdam.com