Brand Identity Development
Client: AstraZeneca Pty Limited
Job: Enhancing Life Campaign
Develop a patient well-being pack that helps a woman through the emotional journey that starts with a breast cancer diagnosis. The pack should answer the emotional and physical needs of the woman through its content and design, whilst also serving as a reinforcement of the Arimidex brand identity in the mind of the treating consultant.
AstraZeneca has received strongly appreciative feedback from oncologists, breast nurses and patients regarding the Enhancing Life well-being pack. One lady cried when she opened the pack - because it was beautifully designed, the features made her feel that people cared and it gave her a sense of warm support at a very difficult time.
Using the single image that represented the Arimidex brand, a pink gerbera against white background, and created a new look and feeling for the Enhancing Life pack. It fulﬁlled our brief, and so well captured the essence of our branding that we have subsequently adopted the Enhancing Life imagery for the entire Arimidex brand.