Percept helped healthcare manufacturer and supplier, Aaxis Pacific, with their brand strategy, brand architecture and identity design, which was then implemented across all of their packaging design and graphic design executions.
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 and packaging design system that would represent the company most effectively. The key to success was the brand architecture and identity design.
Percept Brand Design conducted in-depth competitor analysis and a review of all current Aaxis packaging design. From this assessment, a solid brand strategy and brand architecture was developed. This included a brand story, strategic positioning and a brand launch plan with consideration to it being a staged process. This ensured Aaxis’ customers were not lost, confused or alienated during the brand refresh.
Following the strategy and brand architecture, a modern brand identity design was developed to establish Aaxis’ pivotal role in providing quality, trusted products within the healthcare industry. Utilising typography to highlight turning points and movement, the stylised ‘A’ extends and expands across all packaging and brand collateral, creating an iconic visual language unique to Aaxis’ ‘DNA’.
The new brand architecture and identity design was rolled out across various touch-points including packaging, styleguides, product brochures, information sheets, catalogues and company stationery.