Phytor ‘passionate’ brand developed by Noat

Straits Biopharma, a manufacturing institution in Singapore which creates pharmaceutical-grade plant biologics products, sought the help of the British brand design agency to position its new brand, Phytor. Noat was responsible for the naming, brand strategy, tone of voice, visual brand identity system, key visuals and guidelines.

Phytor was developed in a partnership between Nanyang Technological University and Straits Biopharma with the aim of harnessing the restorative potency of nature and traditional formulas.  

Betsy Bebbington, managing partner at Noat, says “Consumers want the best of science and nature and understand that is the most impactful way to better health. Technology used to harness natural power is an attractive proposition for today’s consumers, which we are seeing in the growth and normalisation of biometrics. So, we were really excited to be a part of this brand creation.”

Noat’s work focussed on the fact that Phytor’s benefits are evidenced-backed, while also being rooted in nature and tradition. The brand adopted a colour palette featuring green, white, grey and black in order to evoke science, traditional formulas and nature. Elsewhere, the packaging design uses real botanical ingredients alongside hard pharmaceutical codes.

Bebbington adds, “It was important to define the potent duality of science and nature in the brand’s proposition: ‘Scientifically harnessing the restorative potency of nature and traditional formulas’. From there, we developed a tone of voice that reflected Phytor’s personality, as progressive scientists. Passionate, determined enablers with a strong, confident yet empathetic voice. Human, humble and authentic.”