ABOUT

ABOUT
ABER Instruments is a pioneering biotech company based in Aberystwyth, Wales. The company invented and pioneered the use of capacitance technology to measure viable biomass with remarkable accuracy. Its technology has become so well established that major OEMs have incorporated ABER solutions into their own product portfolios.

Building on this pioneering spirit, ABER acquired a light-based reflectance technology and, over time, refined it to meet the same high standards as its established capacitance technology.

The challenge was to introduce this new technology without creating a brand that felt disconnected from the ABER portfolio.

THE CHALLENGE
The new reflectance technology represented an entirely new category for ABER.

It needed to be distinctive enough to establish its own identity and communicate a new approach to biomass measurement, while still feeling unmistakably part of the ABER family.

We were commissioned to develop the category name, product brand, visual identity and branding system, along with the sales and marketing materials required to take the technology to market.

The identity needed to work beyond a single product, creating a flexible platform capable of supporting future products within the new category.

THE SOLUTION
We created OPTURA, a name designed to sit naturally alongside ABER's established FUTURA capacitance technology, while introducing a subtle association with optics and light.

The name provided the new technology with its own distinctive territory without breaking the connection with ABER's existing product architecture. The visual identity followed the same principle.

We retained the minimal, precise characteristics of the parent ABER and FUTURA brands, but introduced a distinct visual language for OPTURA. This created a clear relationship between the technologies while making the new category immediately identifiable.

We also developed a brand architecture and design system that could accommodate multiple products as the category evolved.

The result is a brand that feels both new and familiar, giving ABER a distinctive platform from which to introduce its reflectance technology and build a new product category.

OPTURA has since launched as ABER's total biomass monitoring range, including products such as OPTURA PALM and OPTURA SPY.