HRA Pharma acquired the US #1 scar brand Mederma with big ambitions. Firstly, to re-affirm their position in the US and drive growth through attracting people with scars who don’t currently treat them - and secondly, to expand the brand globally.
The brand had a small global footprint but showed up differently in each market. Our challenge was to develop a new global visual identity that would bring a fresh perspective to skin issues that leave a mark and resonate with both loyal and new customers around the world.
As one of the few scar treatments that works both above and below the skin to support healing, we wanted to celebrate that it’s not just what’s on the surface, but what’s beneath that truly matters. Go deep. See change.
Every aspect of the visual identity tells a story of above and below. Using a simple horizon line we’re able to tell the story of what happens beneath the surface of the skin while making our science easy to understand for new users. The M monogram celebrates that story with a hint to the unique triple action formula that drives Mederma’s effectiveness at reducing the appearance of scars, as well as highlighting the ‘ME’ in Mederma and our ‘person first’ approach when on pack.
We retained the brand’s purple colour equity but added depth to the palette with contrast through clinical white and hints of premium copper to help us to stand out in store and make us desirable enough to sit alongside cosmetic competitors in home. Fresh, optimistic secondary colours were added to aid portfolio navigation.
The outcome is a visual identity that research showed to drive more appeal and help Mederma be seen as a more modern and relevant brand for consumers across the board as well as creating a real buzz with U.S. retailers.