targeting HER2+ breast cancer
work done at Itu Chaudhuri Design / role design direction / client Dr Reddy’s Laboratories
Dr. Reddy’s Laboratories Limited (Dr. Reddy’s) is an Indian pharmaceutical company with a proven expertise in oncological drugs. With the upcoming launch of Hervycta, a biosimilar formulation of Trastuzumab used for the treatment of HER2+ breast cancer, we were approached to create a brand identity for the drug.
The challenge was to gain traction while competing with numerous existing formulations in a space where government regulations restrict the promotion of prescription drugs to consumers. Our approach was to devise an identity based on the drug’s mechanism of action—targeting HER2 receptor proteins—which would become a talking point for sales representatives and a visual hook for oncologists and doctors. The idea is further reinforced through the tagline we created for them.
making the most of limited exposure
Features of the identity amplify the context in various ways—from a feminine colour palette to the soft touches to an otherwise clinical and precise typeface.
With a narrow scope to create an impression, the identity extends to include clustered graphic elements that echo the logo. They propagate to create continuity and variety across applications, giving it a chance to strengthen recollection. The generous use of purple and a mirroring of forms creates a strong link with the Dr. Reddy’s brand—reinforcing its authorship—building credibility for doctors and trust for patients.
partner in charge Itu Chaudhuri / creative director Itu Chaudhuri / design director Richa Bhargava / design concept Kshitij Tembe / design development Kshitij Tembe / UI/UX director Lisa Rath / tech lead Vikrant Gupta / UI/UX design Niloy Kundu / UI/UX development Sonal Singh / developer Nikita Agarwal / animation Sonal Singh