Case Study

Bione / Legs soothing

Visual identity Package design

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Context
Irina Cucueteanu, a young Romanian entrepreneur having an extensive expertise in medical socks and tights
manufacturing, decided to launch her own brand - “Bione Medicale” with a clear intention to market it exclu-
sively in drugstore networks.

At the market introduction moment, the brand portfolio was limited to socks and compression tights recom-
mended for daily usage in case of circulatory issues treatment or prevention and anti-germs tights used in case
of dust and germs allergies and extreme skin sensitivity.

Solution
With a clear intention of imprinting the brand the expertise reassurance, BrandTailors designers created the
logotype by means of a tall and confident letter character, assuring a good readability for the brand name.
Subsequently, navy blue and azure were selected as being appropriate to become the brand colours due to their
power to induce a sensation of ease and comfort, the core products’ benefit.

A leg shape was the key element around which the packaging graphic system was developed. Thus, the differen-
tiation between the SKUs in the portfolio can be made clear and the compression degree can be decoded
through the number of the ascending arrows.

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 The brand architecture, visually translated in the graphic system, is
very important as long as it makes the difference between the
products from the same sub-category: a higher compression
degree is suited for treating the blood circulation problems, while
Cristina Ionescu
a lower one helps preventing them. Account Executive

Bione Medicale variety of products was visually highlighted with supporting colours of a consistent blue-based
chromatic pallete, thus ensuring graphic consistency and generating a high visual standout at the shelves.

Contribution
Brand architecture - Andreea Florea, Cristina Ionescu
Project management - Cristina Ionescu
Logo design and visual identity - Melania Nemeș
Package design - Melania Nemeș, Adela Anghel

Project implementation started in February 2011.

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