Year
2023
Sectors
B2C
Medical
Service
brand strategy
brand naming
Brand Recognition
Alginos
Instant appetizer, good taste of life.
Toyo Taiwan is one of Taiwan's leading pharmaceutical companies dedicated to the research and development of anti-infective drugs for cancer and critical illnesses. In addition to the development, manufacturing, and international marketing of specialty drugs, biologics, and new medicines, TOYO expects to be the world's most innovative health care policy regulator, and wants to provide patients with new and natural gastric medication choices. TOYO has further developed its self-funded medication, Alginos Gastric Reversal, and will partner with Process Pro Brands in 2019 to carry out a branding program.
Toyo Taiwan is one of Taiwan's leading pharmaceutical companies dedicated to the research and development of anti-infective drugs for cancer and critical illnesses. In addition to the development, manufacturing, and international marketing of specialty drugs, biologics, and new medicines, TOYO expects to be the world's most innovative health care policy regulator, and wants to provide patients with new and natural gastric medication choices. TOYO has further developed its self-funded medication, Alginos Gastric Reversal, and will partner with Process Pro Brands in 2019 to carry out a branding program.
From B2B to B2C Brand Newly Created Expecting to Become a Good Choice of Gastrointestinal Medicine for the Public
In the past, TOYO's brand and market development was mainly based on B2B hospitals. Facing the new consumer market, TOYO hopes to find the brand positioning through the project, establish the brand foundation and shape the corresponding brand image, increase the uniqueness and eye-catchingness in the market, and enhance the impression of the GERD brand in the end-consumers; and continue to accumulate the brand equity through the systematic brand management mechanism, so that it can become the preferred choice of Taiwanese people for the treatment of GERD and have the opportunity to enter the international market. In the short term, Gastroesophageal Reflux will become the preferred drug for the treatment of GERD in Taiwan, and will have the opportunity to enter the international market.
The brand's look and feel is highly reflective of its core values: natural efficiency, professionalism and authenticity.
Through internal and external stakeholder interviews and international benchmark brand analysis, ProcessPro assisted Toyo Taiwan in understanding the current market situation of the relevant brands, identifying the needs and pain points of the customer segments, and effectively focusing and developing the brand strategy in the brand consensus meeting. Then, we developed a complete brand identity system.
Instant appetizer, good taste of life.
Derived from the brand's philosophy, the new slogan "Instant Stomach Guard, Good Taste of Life" expresses the value of Gastric Reversal in helping patients to "instantly and quickly" resolve their problems and fully immerse themselves in the fulfillment of their work and the enjoyment of their life through the professional and rigorous pharmaceutical manufacturing process.
Natural seaweed extract, highest quality value transmission
The logo design is highly expressive of the product's characteristics, using the dark blue-green seaweed flowing pattern to symbolize "seaweed pure and natural" and bringing the shape of the stomach into the design to express the product's imagery in a more intuitive way; then emphasizing the product's "insistence on high quality" through gold, and the auxiliary pattern of the light projection to realize the "quick-acting function of the product"; the fluidity of the shape and the wrapping structure completely echo the core values of the brand: Gastric Reflux protects our lives all the time.
Resonating with consumer experience through brand iconography
The image conveys the brand's quick-acting, reassuring message in three directions: “Good Life”, "Focus on Work", and "Pain Relief". The characters demonstrate a focused and efficient work attitude. At the same time, they have a comfortable and calm quality of life, so that they and their families can enjoy life at ease. Translating and discovering the pain points of consumers, the brand conveys the feeling of discomfort due to esophageal reflux, and expresses the feeling of "pain", which effectively conveys the brand's concept of solving problems for you quickly.
Funny and Tension-Filled Animated Protestant Movie
In response to the brand's marketing communication needs, Pro assisted Alginos to produce a hygiene animation video with the theme of "gastroesophageal reflux". In order to help viewers quickly understand the content, the plot design echoes the brand's main customer groups and sets up daily office scenes to illustrate the story, with dramatized body movements and humorous voice-over narration, which is different from ordinary hygiene videos and enhances the eye-catchingness of the images. The eye-catchingness of the video adds rich colors and tensions to the video.
Bei Shi Wei Yao Guang Zi No. 109110107
Department of Health Pharmaceutical No. 050033
Ministry of Health Pharmaceutical No. 060365
Bei Shi Wei Drug Guang Zi No. 109070133
Further reading of the Gastric Reflux interview article
