How can you build a new brand identity for a line that provides a natural solution to a chronic issue? How can you shift attention away from the product and its “pharmaceutical” publicity to talking about a brand that longs to support its clients throughout their difficult course of treatment? What should the brand’s expression be based on?
Using these questions as a starting point, we have been observing the trends that distinguish the direct-to-consumer brands in the cosmetics market and beyond, brands that share Dimann’s direct approach (also evident in their marketing) towards the end consumer, through a process of disintermediation between pharmacies and distribution networks.
Propelled by an immediate and informal style and advertising that speaks the language of the people who have an urgent need (even preceding their need for a product), we have identified the principles through which the brand positioning has taken shape: a guide to wellbeing that works through a daily course of treatment, listening and understanding. No longer a product that offers a fix, but a brand that invokes freedom.
By virtue of this positioning we have invented a certain language that the brand uses to express itself, from its logo to its visual identity, from the aesthetics of its packaging to the web design. Bright colours, simple illustrations and a clear-cut typography: these are the elements that help convey this new, positive and fresh approach.
Each pack pays homage to the emotional benefits that consumers can enjoy thanks to these products, a result of being able to carry out normal activities that bring joy to our daily lives and that Dimann clients can now undertake in peace of mind.
The website dimann.com has a welcoming approach, focussed on listening. Dimann is familiar with the issues faced by its clients and understands their difficulties. It needed a user experience and graphic interface that put across its light-hearted tone within its digital touch point advertising, as well as the care with which the brand guides users in choosing the most suitable products and lifestyles for recovering their wellbeing.
Dimann produces food supplements and treatments that combat cystitis, using an approach geared towards listening to its community and providing total and personalised support.