Emed operates in medical electrosurgery segment, producing a full
spectrum of diathermies since 1997. Due to the product line expansion,
the core brand required a comprehensive restyling.
At the very early stage of the project it became obvious, that the new,
restyled identity had to capture a dynamic brand culture with the
technological edge, at the same time providing the target group with a
confident and bold brand image and differentiating from comptetitors.
The self-evident metaphor for the product – a mitochondrium (an
organella responsible for energy production) seemed a good design
solution, but was lacking dynamics and the technological edge essential
for the strategic needs of the brand. Only combing those two in an
abstract symbol met the expectations.
As the international medical trade fair was approaching, the whole gamut
of brand communications (from business cards to exhibition stands) had
to be designed and produced literally asap. The success of the project
would not be possible without the support of the project coordinators on
Emed's side (Ms. Aneta Gadomska & Malgorzata Seruga) and Foxrabbit
Designers (responsible for DTP).