Nutritional supplements for horses of the highest quality: that is what Global Medics specializes in. Scientific research and collaboration with leading specialists are at the heart of their work. This translates to simplicity, clarity and recognizability. The result? The company and its offerings have grown significantly since its inception, but branding has not kept pace. As a result, the packaging of Global Medics' products is in need of rejuvenation, one where recognizability takes center stage.
The needs
Global Medics is dedicated to advancing the scientific support and development of nutritional supplements in veterinary medicine and equine sports. Since 2006, the company has developed a full range of products in collaboration with specialized veterinarians and researchers. Their mission is to support veterinarians in the rehabilitation of complications, the development of sports performance and preventive health care. With high-quality and clinically proven ingredients that truly make a difference.
When a professional niche brand like Global Medics designs a product, clarity is essential. Striking, recognizable and simple. That's how professionals immediately identify every product in the range. This isn't just important, it's crucial. However, this approach eventually faced a challenge: as the product range expanded through continuous investment in research and development, the branding began to lose focus. And a consistent look is, after all, the most critical element in ensuring product recognition.
Our trajectory
Global Medics develops niche products for a highly specific target group. So recognizability is everything, especially for a company that has been an industry pioneer since 2006. Imagine you're a veterinarian who wants to provide your patient with only the very best. You know the brand, you know the products. Thanks to the consistent color system of the products, you can immediately find what you're looking for. This ensures ease of use and recognition, something specialists with limited time greatly appreciate.
The rejuvenation process wasn't about completely overhauling the branding but rather focusing on elements that were outdated or no longer relevant. We began with the packaging of the existing products. We took a close look at each product and developed an updated version that retained its unique recognizability.
In addition, we developed a complete look and feel for the new product line. There was no existing packaging or history for this yet. Carte blanche? Almost, because while the current products are recognized by their dark base, we chose white as the starting point for this new care line.
Finding the perfect balance between recognizability and rejuvenation is no easy task. That's why it became essential to stick to an established base. The only problem? That base had never truly been defined. Therefore, the initial request to revisit packaging led to a new assignment: creating a complete brand book to serve as a reference when developing new product lines or products. So we ended up in an upside-down world: working backward from finished products to establishing guidelines in a brand book.
Time was of the essence. In fact, this was a 'last-minute' project, what we often refer to as 'just quickly'. At the time of the request, Global Medics was at a critical point in their development timeline. A 'now or never' scenario emerged, requiring us to deliver the first results as quickly as possible. And we did! In just two weeks, we developed a complete story for the initial packaging, working simultaneously. We brought in the right people for the project and established a streamlined process where we could quickly exchange ideas and feedback, enabling us to deliver stunning results in a short period of time. We even included the brand book without hesitation.
And the website? We 'quickly' included that as well. Although you can take it with a grain of salt, of course. The existing website had been built long ago by their previous partner. That meant it was rather static, difficult to use and generally outdated. Paired with the new look of the packaging, this created a clear mismatch. At the time, the original developer couldn't act quickly enough to deliver a new version. That's where we stepped in, providing the necessary speed and flexibility.
Our specialists created a clear and user-friendly experience, for both the end user and the person managing the website. Instead of making drastic visual changes, we primarily focused on the back end. The former website lacked several key functionalities, which we successfully implemented in the new version.
One of the elements that emerged in the process? Multilingualism! In no time, we not only created a Dutch-language website, but also provided versions in English, German and French. Tunity is an official Agency Partner of Weglot, a translation solution that quickly and accurately generates the necessary translations for our websites. With this tool, translations are created automatically. In just five minutes—literally with the click of a button—you can have a translated version ready to go. Thanks to its strong technical features and straightforward workflow, you can quickly make all changes in one place on the website. This saves an enormous amount of time and money.
Automatic translations? They're accurate and smooth, more than sufficient for some websites to present information concisely. Does the website need a little more storytelling, or is the tone of voice crucial? Our experts proofread every page and add the necessary flair.
The future
With the brand book as our foundation, we now have a strong basis for shaping new products in the future. At the same time, existing products are being gradually updated with a fresh look. We are redesigning new labels one by one until the entire assortment is covered. Additionally, we are creating technical sheets, price lists, and other essential assets.
And in the future, we’ll continue to stand by their side. A new line? Expansion of the existing range? POS material? You could say we know their look and feel inside out. We look forward to growing alongside our customer.
