Project Overview

Resurrecting a 25 year old brand, to safeguard the global pharmaceutical industry.

Mikromol reference standards help scientists detect, identify, quantify and qualify impurities in a drug substance. Their product range covers more than 5,000 reference standards developed over 25 years serving the pharmaceutical industry. Our task was to create a highly distinctive own label brand that could stand apart from the global competition.

Competitor changes within the pharmaceutical analysis sector provided LGC with a unique opportunity to grow market share by launching their own label products. We defined the strategic positioning of the new Mikromol brand, embracing its heritage and USPs whilst creating a dynamic, market-leading presence.

Project Commissioner

LGC Standards

Project Creator

We Launch

Team

Stuart Lang - Creative Director
Adam Helliwell - Business Director
Matt Walpole - Senior Designer
Simon White - Strategy Director
Rachel Dean - Account Director
Danial Javis - Designer

Piotr Gregorczyk - Reactions Photographer
Kerry Harrison - People Photographer

Project Brief

Competitor changes within the pharmaceutical analysis sector provided LGC with a unique opportunity to grow market share by launching their own label products. Enabling them to take advantage of the of their distributor network to pick up on the gap left from the withdrawal of the market leader.

We had to create a brand that would be different from any of the competitors and showcase the brand's extraordinary expertise and know-how.

We defined the strategic positioning of the new Mikromol brand, embracing its heritage and USPs whilst creating a dynamic, market-leading presence.

Project Innovation/Need

Following an intensive phase of research and strategic planning, we resurrected a dormant brand in the LGC portfolio - Mikromol. Using the strength of its heritage, we built a whole new pharma offering around the key pillars of knowledge, competency, quality, integrity and local support.

Design Challenge

The biggest challenge was how to create excitement in the mundane everyday science these products are used in.

Using Mikromol products, we devised a new visual identity for the brand by harnessing the power of chemistry. We achieved this by recreating the types of chemical reactions their customers produce in their analysis every day - shot over the course of a day in London by still life photographer Piotr Gregorczyk.

Effectiveness

Since launching in May 2018, Mikromol has become the fastest
growing brand within the LGC portfolio.

Graphic Design - Identity and Branding

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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