Nalla Design London

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Challenge

Start-up medical device developer ViCentra had big ambitions for its new insulin pump. Not only should the pump provide people with an easier way to manage their insulin levels, but it should also be an aspirational wearable, bucking the trend of dull and soulless medical devices.

Objective

ViCentra likes to take a different approach. Despite creating an innovative new insulin pump for the management of Type 1 diabetes, they actively want to encourage people to think less about the disease. Their focus is on people, not ‘patients’ and enabling people to feel more in control of their lives and lifestyles.
The new insulin pump needed a brand to launch with. A brand that embodied ViCentra’s vision of ‘Seeing the world differently’ and one that would appeal to and engage with a wide range of audiences, with a particular focus on younger female users.

Solution

The brand strategy and identity had to challenge the convention of the traditionally sterile medical sector. In order to see the world differently, we needed to introduce a new perspective. With its range of bright colours and shifting views, we turned to the kaleidoscope optical instrument for inspiration.
The Kaleido insulin pump was created, introducing life, vibrancy and a sense of freedom and fun to the medical wearables market.
An industry-reshaping brand, Kaleido’s focus is fixed on the user and their experience of the brand and product. Putting control firmly back in the hands of the user, every aspect of their experience was considered from the choice of dynamic colour for the insulin pump to the vivid user interface; every brand touchpoint was designed to enhance the user experience.

Results

The result was a brand that extended beyond function, creating an aspirational product range of wearables that appeal to people who don’t wish to be defined by Type 1 diabetes.

— 20,000 new users to website within first 5 months of launch
— Closed a €10 million investment round to fund international growth
— 2021 pan-European rollout

AWARDS

Transform Award

MADEIT CREDITS

Contributor:

Nalla Design has been a Contributor since 25th November 2015.

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Kaleido

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