Mylan are a global pharmaceutical manufacturer of generic medicines. We were approached by the team in Ireland and France to create a Europe wide product brand called MyTest. Available over the counter, MyTest would consist of a wide range self-testing kits which would enable people to test themselves for a variety medical conditions and get a rapid answer without the need to consult a doctor.
The design of brands and packaging within this industry frequently follow clinical, cold and functional design conventions; where design relies on off-the-shelf typography and abstract styling within a nondescript idea. We believed there was an opportunity to design a brand which was far more expressive, using a big idea which could connect MyTest to the needs of customers testing for a medical condition.
Regardless of what people are testing themselves for, the common thread was they all wanted a discreet answer to a personal health question. This insight led to our creating the silhouette question mark icon, symbolising the question in the mind of the customer when seeking an effective self-testing kit. The silhouette at the centre of the icon provides a softer human element; a universally understood symbol which translates easily across European language barriers.
We hand-drew the new icon and logotype to position the brand within the pharmaceutical category. To help customers navigate the products we devised a range of subtle gradient colour backgrounds contained within a lozenge. This provided a segmentation framework and gave the icon greater on-shelf impact. Our new brand design and packaging offered a distinctive face for those seeking an answer to their personal health questions.
