Branding for Somin-On - B2B Cognitive Health Product Brand
Arjuna Natural, the leading global manufacturer of standardised botanical extracts, now introduces another unique invention: the world’s first memory product standardised with the active molecule sominone. Hue & Why was approached to craft the brand world for this new product - right from arriving at the key benefit, naming strategy, naming, design strategy, design system, key visuals and imagery and photography guidelines.
Being a cognitive health product in the B2B space, it was critical to ensure easy association with ‘the active molecule’ (sominone), the key benefit (cognitive health) and ‘the brain’. The use of the world ‘On” in the name, the light rays creative device, and the use of stimulating colours signify being alert and having an active braind - as confirmed by respondent comprehension scores.
Somin-On helps reduce neuro degenerationand improve overall cognitive performance. The molecule sominone boosts neurite outgrowth resulting in improved working memory, memory acquisition and memory consolidation; faster information processing; better learning; more accurate multi-tasking and decision-making; and greater ability to focus.
The brand name, the brand insignia, the brand descriptor line and the light rays creative device (that is a versatile design element that can be used in multiple ways) together underline the key benefit in a clear and distinct manner. The colours that make up the brand colour palette have been chosen from the warm half of the colour wheel, ensuring these are hues that help in rejuvenating and energising the mind, and not those hues that are associated with unwinding and calming the mind.
They Key Visuals and the Brand Identity Elements can be used in various ways to highlight the key benefit - illustrated across platforms like digital, outdoor, event space, etc. People photography and model selection will always have confident, positive and optimistic personalities looking at the camera, set against the brand colours as background. A variation of the light rays creative device has been explored where it can be used to add dynamism in cases where there will be no people photography involved.
