MUSA
WOMEN’S HEALTHCARE BRAND
Strategy Approach
Tone of Voice
Branding & Logo
Packaging Design
Brand Guidelines
Photography
Advertising
Background
MUSA is a disruptive new brand that is set to revolutionise the category of women’s healthcare, with a stand-out, inspiring positioning and a direct, honest and bold tone of voice.
Strategy Approach
The challenge was to create a new category that meets women where they’re at, speaking with them empathically, honestly and respectfully – woman-to-woman. The emotional and psychological purpose is even bigger than this: a political reason for being; a call in the dark to women who are tired of feeling brushed aside or trivialised by the inherent misogyny of our healthcare systems.
Opportunity
Bringing a range of women’s products together under one trusted brand for the first time, Insud Pharma recognised the urgent requirement for a tailor-made proposition that could follow women of every age and life stage –from first menstruation through to menopause and beyond.
PACKAGING
In Spain, the pilot market, the retail landscape for Musa is primarily independent pharmacies. Each with their own approach to merchandising, pharmacists needed guidance on how and where to promote the products. A launch-pack was consequently devised, complete with tools and in-store communications so that retailers could create their own displays – whether on-shelf, at the counter, or as in-window theatre.
BRAND GUIDELINES
To support the longevity and cohesiveness of the brand, we developed a robust brand and packaging guidelines document. This ensures the system remains intact and consistent across multiple teams, vendors, and product categories.
Work designed at Make Marks
Musa Credits:
Art Director: Melinda Szentpétery
Designers: Silvia Lambarri & Inge Daniels
Strategy: Pippa Nordberg
Client Services & Project Management: Nahir Haber