MyHealthChecked, the at-home health testing portfolio from Concepta Diagnostics, has partnered 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 – government-approved PCR Covid-19 home sample testing service for travel purposes. The nasal swab kit is available both online and in-store at Boots pharmacies, as well as directly from the MyHealthChecked website.

In an increasingly congested home-testing marketplace, MyHealthChecked needed to quickly communicate its proposition, whilst establishing credibility and impact across all channels. Defining the new identity across an initial six-week sprint, the We Launch team created a comprehensive brand world that included a new logo, a bank of hand-drawn illustrations and iconography for on-pack and website navigation, a modular brand architecture, visual language guidelines, packaging design, instructional video, and social media assets.

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 characterful, scenario-based illustrations which position the brand within the spheres of human health and wellbeing and beyond the laboratory environment. Friendly and approachable, the identity lends itself to the creation of a broader MyHealthChecked product ecosystem that offers consumers access to reliable information about important aspects of family health from the comfort of user’s own homes.

Stuart Lang, Founder and Creative Director of We Launch, commented: “After a year in which health and home have been pushed firmly to the front of our minds, MyHealthChecked offers an accessible solution to help us adapt to a new normal with confidence. 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.”

“By imbuing the new brand identity with a warm and friendly approachability, we were able to ensure that MyHealthChecked has standout appeal whether on the shelf or online, extending far beyond the peak of the pandemic.”

Penny McCormick, CEO of Concepta, added: “In order to secure our target retail account, we wanted to stand out and give retail a product that looked credible, as well as user-friendly. Our aim was to bring to market a Government approved, CE-marked kit that meets full regulatory compliance from test accuracy through to strict packaging compliance, whilst looking like a consumer product.”

“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.”