Commissioned by DOZ, we created the Ortenika brand from the ground up, covering a broad portfolio of orthopaedic and rehabilitation products. The scope covered strategy, expert positioning, visual identity, portfolio architecture and a packaging system meeting the needs of older people and of active users.

We designed a simple, highly visible logotype, a minimalist layout and legible variant codes. Large size markings, a system of icons and illustrations showing how the products are used make choosing the right item easier, while silver finishes reinforce the brand's professional character.

The result is a coherent, intuitive and scalable system that brings order to an extensive range, improves legibility on shelf and builds credibility for a private label in a medical category.