FUNCTIONALAB Design & Branding CORPORATE IDENTITY by Sid Lee Montreal

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Canada
Agency Sid Lee Montreal
Released May 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Agency: SID LEE
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: SID LEE, Montréal, CANADA
Entry URL:
Conception: (Trial Design)
Studio: (M&H Graphics)
Media placement: Corporate Identity - Across All Communication Platforms - 1 May 2009

Describe the challenges and key objectives
Functionalab's new corporate identity should reinforce its positionning as a premium brand of nutricosmetics. It must contribute to the ascension of Functionalab as an aspirational and iconic nutricosmetic company that both the beauty and nutrition industries look up to (cult brand). While there have always been nutritional supplements that enhance our insides and cosmetics that soften our outsides, the two have rarely been considered together. Yet, that is exactly the goal of Functionalab, a New York-based beauty and wellness brand that leverages the benefits of nutritional supplements to enhance our outward beauty. Fusing these remote fields, Functionalab offered us the dual challenge of launching a brand from scratch in a market where the category was still unknown.

Describe the brief from the client
We developed Functionalab's corporate identity to position Functionalab as a progressive and premium brand of science-based, supplement solutions. This challenging brand launch raised unique questions like how do you introduce and market a product that is part nutritional, part cosmetic and where do you distribute the product – through beauty or nutritional channels? Novel insights suggested that consumers crave understanding when it comes to the science of beauty.

Describe how you arrived at the final design
By keeping in mind that the corporate identity should reflect Functionalab's position as a premium nutricosmetic brand, while maintaining a scientific look and feel. The labs, the research and the products themselves were all becoming unlikely sites of glamour. With this in mind, we distilled the brand’s operations to three key pillars – beauty, science and nutrition – which helped to guide the creation of the brand’s graphic identity.With a clear vision of Functionalab’s purpose in mind, we developed the brand’s packaging, which observed a minimalist design that recalls the periodic table of the elements.

Give some indication of how successful the outcome was in the market
The results have been overwhelmingly positive, with Functionalab shortlisted for Wallpaper Design Awards and the brand earning almost a million dollars worth of PR coverage in only seven months. Top 1% in the NutriSearch Comparative Guide, the industry reference. Gold Medal of Achievement (5-star rating for superior product content and manufacturing process). Functionalab was a 2010 Design Award Nominee.