Antibiotice
Rebranding
Background
Founded in 1955, Antibiotice SA is one of the largest Romanian pharmaceutical companies (a leader in a few key segments of the domestic market) and a traditional exporter in over forty countries, including the United States and Canada. Antibiotice is listed on the first tier of the Bucharest Stock Exchange.
Challenge
After a fifty-year history and sixteen years of evolving in a market economy, there were major differences between the reality at Antibiotice as defined by its business vision/strategy, product portfolio and economic results, and the image its most important audiences had of the company. Insufficient coordination and consistency of internal and external communication activities, together with an outdated brand identity resulted in Antibiotice, an otherwise highly regarded company in its industry, being seen as uncommunicative, conservative and obsolete.
Solution
The rebranding process led by Grapefruit began with a brand audit that analysed the current status of the Antibiotice brand and issued recommendations for solving the identified problems. The valuable elements of the brand heritage (accessibility, humanity, cooperation spirit) were kept, while other atributes that the company had gained in the past years (such as modernism, orientation towards excellence and efficiency) were added.
In a company first, Antibiotice next adopted a brand strategy. Grapefruit defined Antibiotice’s brand architecture, thereby structuring the connection between the company’s products and brands, and offering a set of performance criteria for its brand management activities. Beside the architecture, Grapefruit created a platform (a set of statements) that elaborates on the Antibiotice brand’s defining elements.
Subsequently, the brand platform served as the basis for the development of the company’s new visual identity. This directly links Antibiotice to the area where its products are used (healthcare), to the ideea of improvement and to that of accessibility, all of them core elements of the corporate mission. At the same time, a new slogan („Science and soul”) was created. In a memorable, distinctive phrase, it combines key brand traits, and enshrines a credible aspirational horizon in a human tone of voice.
The new logo, visual style and new slogan were introduced in December 2005, on the company’s jubilee.
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