We are giving medicross a modern makeover: in lower case for greater accessibility and without “labs” for a leaner, more memorable appearance. Easier to remember, easier to pronounce – simply closer to the user.

For the rebranding, we orientated ourselves somewhat on the previous branding for recognition value. However, the serene symmetrical shapes of the figurative mark have now given way to flowing, organic shapes. medicross is thus leaving its laboratory environment behind.

The basic colour “Lab” reflects the clarity and precision of science, clean and future-oriented. The deep “Trust” colour lends an aura of reliability, tradition and seriousness. With “Peach”, we set a lively accent that symbolises vitality and health and acts as a visual energy boost.

The specially developed icon world brings the medicross website and print materials to life. The icons, highly recognisable, natural and somewhat playful, are the common thread that guides users through the entire medicross storytelling.

All roads lead to the checkout. And along the way, users receive all the relevant information they need in text and images to reach their destination without any hurdles. Everything is digital – the purchase of the test and the dispatch of the results. Only the strand of hair needs to be cut with real scissors and sent by post. Based on the test results, a personalised nutrient formula can be ordered directly as an add-on. And all this is available in five different languages.

Many content writers write for medicross on many channels, whether website, print media or social media. To ensure that the tonality and target group approach remain consistent, we have defined them in a content writing style guide. This gives the brand its own unmistakable personality.