Upgrading KluraLabs™ from a healthcare product to a mass-market brand

We got under the skin of a global bioscience innovator and translated their ground-breaking technology for the masses.

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KluraLabs™ are a pioneer in their field. They're changing the way we think about antimicrobial science with their brand-new technology which prevents the spread of bacteria and can be built into everything we touch - clothing, fabrics and plastics on public transport, healthcare supplies, you name it. Back in 2020, the Coronavirus pandemic sparked this extraordinary innovation for Dr. Matin Mohseni and Dr. Reza Saberi Moghaddam. Their discovery of HUB was the catalyst for something else rather magnificent, too.

Challenge

KluraLabs™’s technology transcends sectors and industries, but their existing brand felt clinical and cold.

They came to HUB under their guise of ‘CodiKoat’, which was great for targeting the healthcare industry – not so great when penetrating consumer-focused markets like sports, electronics and toys. Most importantly, it was misleading. KluraLabs™’s product isn’t a coating – it’s built into each material for maximum effectiveness.

Next, imagery. KluraLabs™ didn’t have a huge budget for bespoke assets, but they did have a unique vision. “Where science becomes art” inspired their creative brief, and the HUB team was tasked with designing a stylised and distinct visual brand identity using only stock images.

The client needed a new brand name and logo in only a matter of weeks, and with their stakeholders spread across the UK, Europe and USA, the pressure was on to test our creative limits and exceed their expectations.

Solution

Although the world of bioscience was a new one for HUB, our approach to brand design and development remained the same: find the brand’s specialisms, tell their story, take them to new heights. Our integration meant our creative and strategic teams would work side by side, sometimes quite literally, to bring the KluraLabs™ team vision to life.

First, we held brand workshops to really put KluraLabs™ under the microscope. We can’t possibly upgrade their identity without understanding who they are and, better still, who they want to be. Armed with their USPs, company pillars, product benefits, key messaging and brand voice, we started to put pen to paper.

Next step: a new brand name. Out went CodiKoat and in came KluraLabs™. It captures the essence of ‘more’ while sticking to the scientific essence of the brand, now with the added potential of becoming a household name.

We spent quite a bit of time working on imagery – it’s a key part of the brand storytelling, after all. It needed to be strong but inviting. It’s how we were going to take ‘CodiKoat’ to KluraLabs™: a global, multi-market brand beyond the world of healthcare. We varied close-ups with wide angles to add drama and impact, and our skilled designers got to work editing the assets to make them truly unique to KluraLabs™.

A brand book was next on the list. Company introduction? Covered. Tone of voice? Clearly outlined. Imagery selection? You bet that was included too. We handed the client their new holy grail for everything needed to step into the world of KluraLabs™ with confidence and consistency.

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Upgrading KluraLabs™ from a healthcare product to a mass-market brand

Services Offered

Case studies