The medical realm is – by nature and definition – a clinical one. Long words, complicated chemistry, microscopic organisms responsible for pain and destruction, small white pills capable of healing and providing relief. With the exception of Damien Hirst's pharmaceutical-inspired art and its many incarnations, this is a world of graphically-challenged anticeptic identities, until now that is. Lisbon-based graphic design Studio AH-HA has created a visual identity for Biocol, breaking the scientific mould in the most spectacular way.
Biocol is a Portuguese medical lab known for championing the chemical-free approach to healing – 'free of nonsense' as they like to call it. Thus, their prescriptions take an uncommon starting point: natural ingredients. That proved to be the same starting point for Studio AH-HA's founding members Catarina Carreiras and Carolina Cantante. 'The colour palette we took from Biocol's ingredient list,' explains Carreiras. 'They only use natural ingredients – from vegetables like artichokes to minerals – which made the palette easy to balance.'
By balance of course, she means pop; simple images jump out against bright backdrops of solid colours. 'The crucial aspect was to simplify the medicine's message, not only in words but in visuals as well.' Striking a balance between artistic endeavour and the creation of a universal language, combining their playful typographic sensibilities with still-life images, the identity they produced is as powerful as it is playful. 'We wanted to make sure that everyone was able to understand it [the medicine] in one glance,' she adds.
Thus the instantly recognisable McDonalds chip holder is filled with asparagus; a cheese plant leaf stands tall in a glass of ice water; a blister pack contains small blossoms instead of pills. These unexpected twists all aim to communicate the function behind the Biocol remedy or potion in question; recovering from a food coma, rehydrating after a night of boozing or easing a cold with the power of nature.
As part of the visual overhaul, Studio AH-HA also created the company's entire branding, down to the envelopes, business cards and stationery. The logo – a simple dot, representative of pills – appears in various guises throughout; puncturing business cards and as the dot of the 'i' in the brand name itself.
Turns out there really is no better source of inspiration than nature.
Biocol is a Portuguese medical lab known for championing the chemical-free approach to healing – ’free of nonsense’ as they like to call it. Pictured: Design from their beauty range
’The colour palette we took from Biocol’s ingredient list,’ explains founding member Catarina Carreiras. ’They only use natural ingredients – from vegetables like artichokes to minerals – which made the palette easy to balance’
The logo – a simple dot, representative of pills – appears in various guises throughout; puncturing business cards and as the dot of the ’i’ in the brand name itself
Unexpected design twists all aim to communicate the function behind the Biocol remedy or potion in question. Pictured left: medicine for detoxing, right: the instantly recognisable McDonalds chip holder is filled with asparagus
’There is no better source of inspiration than nature,’ the duo behind Studio AH-HA say. Pictured: A cheese plant leaf stands tall in a glass of ice water
Studio AH-HA has combined their playful typographic sensibilities with still-life images, the identity they produced is as powerful as it is playful. Pictured: medicine for weight control
Colourful medicine to be used for restoring the immune system, a blister pack contains small blossoms instead of pills
Playful typography on a pill box containing medicine to help fit into that party dress
Combined still lifes and bright designs shown on medicine used to survive the boozy festive season
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