A full brand system
Led a complete branding exploration spanning messaging, photography, and trade and exhibition assets for a coordinated launch.
Brand launch
BioPQQ
Trust the Best for your Brain.
Mitsubishi Chemical set out to launch BioPQQ, a cognitive-health supplement, in the U.S. market — backed by studies supporting cognitive health through the promotion of nerve growth factors.
Overview
The brief, in full.
I led a full branding exploration that defined how BioPQQ showed up to consumers and trade audiences alike.
The system included messaging, photography, and trade and exhibition assets built to carry the launch across channels.
The goal throughout was to position the supplement as an authoritative leader in a brand-new brain health category.
The Challenge
What needed to change.
Establish a new brain-health supplement as an authoritative category leader in a market with no established benchmark.
The Approach
How the work moved.
Credibility by design
Grounded the identity in BioPQQ's science around nerve growth factor so the brand read as authoritative, not opportunistic.
Trade and consumer reach
Built assets that worked across consumer and trade exhibition contexts to define the category from launch onward.
Outcome
The result.
The campaign helped Mitsubishi Chemical define BioPQQ as the category leader in brain-health supplementation.
Creative DirectionConceptualizationBranding
Selected Work SAMPLES
Project gallery.
