We Launch develops identity for over-the-counter Covid-19 testing kit

MyHealthChecked, the at-home health testing portfolio from Concepta Diagnostics, worked with independent brand and digital agency We Launch to create a new brand and visual identity as it scales its business nationwide.

The new brand coincides with the launch of its latest product, a government-approved PCR Covid-19 home sample tests service for travel purposes. In an increasingly congested home-testing marketplace, MyHealthChecked needed to quickly communicate its proposition, whilst establishing credibility and impact across all channels.

With a focus on simplicity, reliability, and building trust, the new brand needed to stand out, whether on-shelf or in a DTC environment online. The warm colour palette of yellow, orange, and greens complement the scenario-based illustrations which aim to position the brand within the spheres of human health and wellbeing and beyond the laboratory environment.

“Health solutions are no longer being delivered in cold, clinical environments, and products like this need to speak to the public in a similar tone of voice to other personal care products to gain and retain market share,” says Stuart Lang, founder and creative director of We Launch.
 
The identity lends itself to the creation of a broader MyHealthChecked product ecosystem that offers consumers access to information about important aspects of family health from the comfort of user’s own homes.

“When the We Launch team came on board, they instantly understood our ambition for the product, striking the perfect balance between approachability, quality, and the human aspect of the business, and the result has been a kit that meets industry, government and customer needs, whilst looking great on shelves,” says Penny McCormick, CEO of Concepta.