Bayer Medical Care team developed a new technology that simplified diabetes management. As a new advanced technology, it was important to create an exciting brand visual identity that communicates approachable high tech. Design includes structural package, visual branding and content development.

The design opportunity was to create a new brand that elevates the consumer experience from medical to exciting and easy to use. Direct the graphic and industrial design team along with the content development group utilizing design thinking to simplify the content and define tone of voice.

 

Phase 1  |  Audit immersion, strategic development, design brief and design research – Deep dive into competition, consumer usability studies and consumer 1:1 interviews. Identified opportunity areas and aligned the organization on attributes to drive the design creative process.

Phase 2  |  Design Expression board, look/ tone/ feel – Define the aspirational essence of the brand and develop visual assets that the multifunctional team of designers use as a tool to hold the brand execution consistent across media (printed materials, software, etc.). The package design strategy incorporated concepts from medical advanced technology and human warmth.

Phase 3  |  Content development, graphic layout and illustration gallery – Define parameters for tone of voice to emphasize ease of use, medical advanced technology and human warmth. Explore different illustration techniques to develop a new modern look and make the process easy to understand and drive compliance.

Phase 4  |  Structural packaging development, and prototyping – Study user behavior and interaction with the product. Simplify a complex engagement of multiple components into a simple step-by-step process, make the packaging concepts modern and sustainable. Develop a secondary use for the packaging as storage for continued use of the multiple components.