We launched H&T Presspart’s innovative capsule-based dry powder inhaler with a branding design that effectively positioned it for developing pharmaceutical markets.

Background

As one of the leading global manufacturers of metered-dose inhalers and respiratory drug delivery components, H&T Presspart had the opportunity to launch a dry powder inhaler for asthma/COPD patients, particularly in developing markets. Working with Hovione Technology to improve their existing device, H&T Presspart wanted to launch its enhanced dry powder inhaler, PowdAir Plus, at a major pharmaceutical conference.

Challenge

To drive demand for the product, we needed to create an easily identifiable brand design that would stick in the minds of pharmaceutical companies. As simplicity was a key aspect of the product’s USP, it would need to be a significant aspect of our branding design.

Solution

With the name already decided, we led a brand workshop with our client to establish their needs and marketing objectives.

Having designed a new brand identity for the company’s eMDI device, our goal was to ensure the distinctiveness of each brand, while making them appear as part of the same family of products. To achieve this we started with the same font family and worked within the same blue and grey colour palette.

A key feature of the PowdAir Plus inhaler was that it was simple to manufacture, consisting of only four plastic parts. This made the product attractive for use in emerging markets where there is an increasing need for respiratory medicines, but inhalers with more complex mechanisms would easily break or become cost-prohibitive.

Using simple typography to anchor the product name, we simplified its unique shape to create a supporting icon. This allowed us to make the brand more memorable increasing name recognition and encouraging audiences to mentally associate it with a visual of the product.

Highlights

• Although simplified, the icon makes it easy to get a sense of how the device works and accurately identifies where the medicine is within the inhaler.
• Effective use of colour in the design helps with the pronunciation of product name.
• The branding design was the first stage of a wider launch campaign, which featured a detailed product video, brand collateral, a 3D sales demo and exhibition materials.