Curatin is the first in a line of Keratin-based medical device products. Along with creating a name “Curatin” for this product, I also was given the liberty to completely create a brand identity from scratch.
The dotted lines in the Curatin logo serve as representations of the beta keratin bonds in the molecular structure, and subtly break the word apart to emphasize the “cure” of Curatin. The pattern I illustrated (incorporated on the right side of the box) is a nod to the beta keratin molecular structure as well. I took an artistic approach by removing the letters in the molecular structure to keep it vague enough to simply represent keratin in general. This way, it can be a consistent visual identifier for this product line. I used colors that are consistent with our current branding, but treated in different ways so that this product line has a completely new feel, but will still look seamless with our other products.
This design nods to the hydrophilic nature of hyaluronic acid. One of the strong suits of Helaquis is its ability to retain moisture in a wound, and hyaluronic acid is often associated with hydration. The abstracted water drops signify the molecular makeup of the product without using a literal molecular structure, and points to the “aquis” portion of the product name.
The color palette is a combination of various blues and light greens. The cool tones feel fresh and clean, and the unique pairing of the seafoam green with the slate and faded blues offers a unique palette that differentiates Helaquis from our other products.
The slideshow above includes select packaging designs I created for StimLabs placental product line. These served as the debut of the new brand identity I was developing for StimLabs at the time. One feature of the new identity are the signature patterns created for each product.