Gracigen
Graphic Design | Photography

Gracigen is a pharmaceutical product that makes people be more kind through its amazing medicinal ways. This product appeals to the consumer through its warm, inviting colors and heartwarming imagery, along with the promise to help people be the kindest version of themselves.

Overview

The branding centered around evoking kindness and comfort, symbolized by a genuine, heartfelt hug. A common trend in pharmaceutical companies and their medicines’ names is the use of abstract forms for the logo. As a result, Gracigen’s logo is abstracted and, after closer inspection, resembles two people in an embrace. The design needed to balance between professionalism and genuine care.

Design Process

For this drug, I chose soft, rounded typography that reinforced a friendly and welcoming feel, ensuring the brand conveyed both trust and emotional warmth. Imagery played a key role in reinforcing the brand’s message. I used photography elements that are common in pharmaceutical advertising to showcase a moment of emotional connection. Two elements were key to creating the feeling of emotional connection between the viewer and the company: the image and the slogan. The image featured two people in a sincere embrace, paired with the slogan: “Wouldn’t you like to enjoy a hug like this?”