The Orange Pearl Group developed a new product called DiaClin to treat discomfort in diabetic patients. They wanted to brand DiaClin as the personal care brand for diabetics. Bohemia helped by developing a branding strategy and visual identity for DiaClin that positioned it as bringing relief for diabetics' skin and mucous problems. They created logos, packaging, and a product line that treated various issues like dry skin and eyes. DiaClin was then launched at a major diabetes conference.

1. B2C Branding Case
DiaClin
Relief for Diabetes
Client Personnel: Floris Koumans
Stephan van Puffelen
Bohemia Personnel: Marco de Boer
Bas Huissen
Tom Lawrence
Kyra Roest

2. Situation
The Orange Pearl Group realizes sustainable product
innovations of pharmaceutical products, pharmaceutical
development, personal care products and remedies.
The 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 effects.
“How can we brand this new product towards diabetics
as their personal care brand?”

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. Did you know
that Diabetics only go for a new product when they suffer one
of the side effects 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. They only go to the pharmacy or the doctor
when they have a medical problem. And eye problems are only
one of the side effects of Diabetes.
Imagine how the positioning of DiaClin can make the difference.

5. Strategy
DiaClin claims: “We want to prevent and treat discomfort.”
Better might be: “DiaClin wants to treat the discomfort of
effected skin and mucous areas with Diabetes patients and
prevent their recurrence.”
In short:

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

7. DiaClin® visually
has to stand out
between these brands,
series and packages.

11. Phase 1
Two strategic identity directions

12. Logo Direction 1
Wipes out the possible side
effects.

13. Logo Direction 2
Softens the pain.

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

15. 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 eyes
Product range
with green lits

16. Product range
in final look and feel

17. Product range
in final look and feel

18. Product range
in final look and feel

19. Product range
in final look and feel

20. Product range
in final look and feel

21. Product range
in display package

22. Results
DiaClin® 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.

23. Be memorable.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com
Kyra Roest kyra@bohemiaamsterdam.com
Bohemia Amsterdam
Sint Pieterspoortsteeg 23a
1012HM Amsterdam, the Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com