Percept helped healthcare manufacturer and supplier, Aaxis Pacific, with their brand strategy, brand architecture, packaging design and graphic design.
Aaxis Pacific is the Oceania sales, marketing and distribution arm of Aaxis, a leading manufacturer of consumer and medical healthcare products. Aaxis Pacific found themselves with an excess of brands to maintain, with many product/brand crossovers, as well as many types of customers and channels to satisfy.
Complicated brand architecture, packaging design and communications were making things difficult with no foundations to drive the business forward. Following the company’s decision to consolidate and reassess their future, Percept were engaged to develop a brand strategy, brand architecture and packaging design system. It was important that the new packaging design separated the distinct distribution channels – medical and consumer – while keeping in line with the over-arching Aaxis brand.
Following the development of a solid brand strategy, including a brand story, positioning and brand architecture. With consideration given to a staged brand launch, Percept created a modern identity to reflect Aaxis’ pivotal role within the healthcare industry. Utilising typography to highlight turning points and movement, a stylised ‘A’ extends and expands across all packaging and brand collateral, creating an iconic visual language unique to Aaxis and its ‘DNA’.
The Aaxis ‘DNA’ connects the new brand to their relaunched medical and consumer packaging, creating a cohesive look and feel. Type hierarchy, colour blocking and pull-out devices were key in the refresh, ensuring each pack communicates well, holds its own on shelf, and keeps in line with the broader family.