Building a brand system ready for the unexpected
In partnership with @45gradi Acute Brand Care
In 2019 we began collaborating with Copan, a global leader in pre-analytics and sample collection systems operating in a strictly B2B market. The challenge was to introduce the importance of brand positioning and identity in a sector traditionally driven only by functionality and technology.
As the brand was being repositioned toward a broader future — potentially including B2C visibility — the unexpected happened: the COVID-19 pandemic. Suddenly, Copan’s products became central to global testing systems, bringing unprecedented media exposure.
The rebranding balanced evolution and continuity. The logo was refreshed while preserving recognizability, particularly considering the U.S. branch that was not ready for a radical change. At the same time, a comprehensive brand system was developed: color-coded product families, visual patterns, a structured photographic language, and 3D illustrations to elevate highly technical products.
From a functional B2B company to a recognizable global brand — ready for the challenges of a changing world.
