| Antibiotice
2007 ReBrand 100 Winners > merit
Industry: Healthcare/Pharmaceuticals - Below: Before Image, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Founded in 1955, Antibiotice SA is one of the largest Romanian pharmaceutical companies.
Challenge - After a fifty-year history and sixteen years of evolving in a market economy, there were major differences between the reality at Antibiotice as defined by its business vision/strategy, product portfolio and economic results, and the image its most important audiences had of the company.
Strategy/Result - Antibiotice adopted a brand strategy. Grapefruit defined Antibiotice’s brand architecture, thereby structuring the connection between the company’s products and brands, and offering a set of performance criteria for its brand management activities. Beside the architecture, Grapefruit created a platform (a set of statements) that elaborates on the Antibiotice brand’s defining elements. The symbol represents an a and a plus, joined together.
At the same time, a new slogan ("Science and Soul") was created. In a memorable, distinctive phrase, it combines key brand traits, and enshrines a credible aspirational horizon in a human tone of voice.
The new logo, visual style and new slogan were successfully introduced in December 2005, on the company’s jubilee.
Credits:
Client: Antibiotice - www.antibiotice.ro
Brand Strategists/Designers: Grapefruit - www.grapefruit.ro
Art Director: Marius Ursache
Designers: Marius Ursache, Andrei Botez
Photographer: Radu Aneculas
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