Type of work: Identity, Digital
Type of project: Health
Allelica, a Rome-based startup, pioneers the development of algorithms and DNA tests to unveil predispositions to diseases. With the convergence of genomics and polygenic risk scores, Allelica introduces a groundbreaking approach that intersects with personalized nutrition.
“Genomics and polygenic risk score meet personal nutrition for the first time.” Giordano Bottà, CEO Allelica
The challenge lay in rebranding Allelica to successfully introduce their innovative product to the market. The delicate balance between the realms of science, health, and consumer sales required a brand image that could simplify the complexities of DNA testing while conveying modernity and trust in the founders’ expertise.
Understanding the nuances of the health and consumer market became pivotal. In-depth research delved into the science of genomics, polygenic risk scores, and the potential impact on personalized nutrition. Recognizing the need for simplicity without compromising accuracy guided the research phase.
The rebranding aimed to distill the intricate world of DNA testing into a modern and trustworthy visual language. Simplification became the key, ensuring that the communication effectively conveyed the founders’ knowledge and the revolutionary nature of the product. This involved crafting a new brand image, establishing a manifesto of rules and principles, and designing cohesive packaging, digital assets, and promotional materials.
The modern and minimalist approach of the new brand image is in perfect alignment with the principles of simplicity and accuracy. A comprehensive set of rules and principles laid the groundwork for consistent communication, and the packaging design echoed the precision and reliability synonymous with Allelica’s DNA tests.
In addition to the visual identity, I spearheaded the development of the digital platform, including an e-commerce section for direct online purchases. All promotional materials, such as brochures and materials essential for trade show promotions, were meticulously created to resonate with the target audience, effectively bridging the gap between scientific innovation and consumer accessibility.
The packaging design posed a unique challenge of cost optimization, considering two products were on offer. Rather than creating separate boxes, I devised a solution that involved the development of a single box, effectively streamlining packaging costs applicable to both products. To distinguish between the products, I designed a printed band featuring unique graphics for each, strategically placed on one or the other product for easy differentiation.
The rebranding of Allelica successfully navigated the intricacies of merging science and consumer sales. The modern and trustworthy image created a bridge between the complex world of genomics and the personalized health journey of consumers. The cohesive design elements, from packaging to digital presence, contributed to positioning Allelica as a revolutionary player in the genomics and personalized nutrition space.