Percept helped medical healthcare manufacturer and supplier, Aaxis Pacific, with their brand strategy, brand architecture, brand and packaging design.
Aaxis Pacific engaged Sydney creative agency Percept for their brand and packaging design project. They are 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 for this brand and packaging design project. The task was to develop a brand strategy, brand architecture and packaging design system. It was important that the new brand and 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. Consideration was given to a staged brand launch for the brand and packaging design roll-out. Percept created a modern brand identity to reflect Aaxis’ pivotal role within the medical and healthcare industry. Utilising typography to highlight turning points and movement, a stylised ‘A’ extends and expands across all brand and packaging design and marketing 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 design, 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.
If you have a brand and packaging design project you would like to discuss, Percept would love to help.