The idea was to break free from the colours usually associated with medicare and biosciences. Sensual and mysterious, spiritual and intuitive, futuristic purple tones dressed the brand identity of Vibragen. The brand logo took its inspiration from the structure of a molecule - the bedrock of the business. Molecular structures were restyled to reflect fluidity in an abstract form to spell the Vipragen insignia. Deep, jewel tones as primary colours and cooler secondary colours allowed the brand to showcase clinical visuals with a touch of warmth and openness. The brand photography was personal and up close, a voyeuristic window into the experience of the end consumer.