Transforming a successful international healthcare company

Orifarm re-branding

Challenge

In 2021, Orifarm underwent a carve-out from Takeda, resulting in the acquisition of over 300 brands. This necessitated a new brand narrative for Orifarm, including a Brand Manifesto, Vision, Mission, and Brand Hierarchy, as well as a new Corporate Visual Identity.

Client

Kontrapunkt

Re-branding and visual identity

Deliverables

Type design

Brand architecture

Brand DNA

Positioning

Communication strategy

Visual identity

Tonality

Naming

Design guidelines

Project

Orifram Group A/S

Solution

Orifarm's core value was transformed into their core promise: "Without Healthy Days, No Good Days." With a new visual identity radiating optimism, competence, and progress taking inspiration from original packaging design dating back to Orifarm's inception, Orifarm now appealed to all their stakeholders. Furthermore, the entire visual identity came together in the specially designed typeface "Orifont" with tons of "smiling" details making the brand feel positive through and through.

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The visual expression went through a massive refresh to give Orifarm a more optimistic, accessible, and forward-looking attitude. We literally infused a subtle smile in the Orifont typeface.

William Ferngard

Lead Designer, WDP