Richelet
Brand Identity, Packaging Design, Artwork, Print Management
Understand First
Genomma Lab is one of Mexico’s leading pharmaceutical and personal care companies, with a complex portfolio of over 40 brands, many of them category leaders. Their products span 19 markets, including the US, with regional brand recognition varying significantly across South America. Free The Birds was tasked with creating a cohesive masterbrand system across four key categories – Gastro, Pain, Derma, and Cough & Cold – that could bring clarity, consistency and long-term strategic value to each stream, while respecting cultural nuance and local consumer trust.
Free The Birds conducted a detailed audit of competitor landscapes, regional visual codes, and category-specific behaviours to understand the design language and expectations across markets. In collaboration with Genomma Lab, a recognised ‘hero’ brand was identified within each category to inform the development of cohesive brand assets.
The resulting strategy retained familiar equities to maintain consumer trust, while introducing a modern, unified identity system designed to elevate shelf presence and support innovation. Each design approach was tailored to meet the needs of its category while aligning with the overarching masterbrand vision.
Cultural sensitivities and regulatory constraints were addressed through a carefully managed process, including direct presentations to Genomma Lab’s co-founder and the integration of Spanish-speaking client services support. This ensured clarity, alignment and efficient feedback throughout the project.
The outcome was a contemporary and cohesive brand framework that respects regional nuance while delivering consistency, clarity and confidence across Genomma Lab’s pharmacy categories.
