Mederma

Bringing a fresh perspective to skin issues

A US market leader in scar care, when Mederma was acquired by HRA Pharma (a Perrigo Company), there were big ambitions to expand the brand’s global footprint and drive growth through attracting people with scars who don’t currently treat them. The team enlisted our help to develop a new visual identity for Mederma that would help achieve its global growth aims, revitalise the brand, and allow for future innovations.

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ABOVEBELOW

The Tension

Mederma had a small global footprint but showed up differently in each market, making it difficult for consumers to identify the brand easily both in store and online. Our challenge was to develop a new global visual identity that would bring a fresh perspective to skin issues that leave a mark and resonate with both loyal and new consumers around the world, and one which achieved harmony for the brand on a global scale.

The Power

As one of the few scar treatments that works above and below the skin to support healing, we wanted to celebrate that it’s not just what’s on the surface, but what’s beneath that truly matters. Every aspect of the visual identity tells a story of above and below. Using a simple horizon line, we were able to tell the story of what happens beneath the surface of the skin while making our science easy to understand for new users. The ‘M’ monogram celebrates that story with a hint to the unique triple action formula that drives Mederma’s effectiveness in reducing the appearance of scars, as well as highlighting the ‘ME’ in Mederma and our ‘person first’ approach when on pack. The outcome is a unified global visual identity that helps Mederma be seen as a more modern and relevant brand across the board.