Signals & Stats : Daily Signals

Healthy rebranding

By Peter Maxwell 27 : 07 : 2016 Branding : Pharmaceuticals : Carolina Cantante

Lisbon – Graphic design studio AH-HA has developed a new visual identity for natural healthcare laboratory Biocol.

The identity centres on provocative images that pair natural ingredients with objects harmful to health
Biocol presents itself as an ethical alternative to big pharmaceutical companies

Biocol branding by AH-HA, Lisbon

The Portuguese design studio was tasked to update the lab’s identity from its previous clinical iteration to something more forward-looking. The project built on the 40-year-old brand’s radical new manifesto, which opens with the line ‘welcome to the post-chemical society’.

Central to the identity is a series of still lifes that present natural ingredients in combination with unusual objects, such as a bunch of asparagus protruding from a McDonald’s fries box and a thistle in a jewellery case. The striking colour palette that makes up the background of these images and also adorns the company’s stationery is based on the ingredients used in Biocol’s products.

‘We produced these images to give the idea that when you are buying from Biocol you are buying 100% natural,’ AH-HA co-founder Carolina Cantante tells LS:N Global. ‘We combined objects from contemporary life that you might associate with being harmful and paired them with health-giving elements from nature.’

The Big Picture

Companies such as Biocol and projects such as Fast Food Aid are highlighting the negative impacts of our contemporary lifestyles and promoting natural, healthy alternatives.