Challenge

Pip Diabetes Care was experiencing rapid growth, securing major retail distribution including Walmart, placing the brand at a critical inflection point. However, their existing brand foundation wasn't built to support this next stage or match their world-class ambitions. The broader diabetes care category often presented itself as cold, complex, and overwhelming for consumers. Pip needed a strategic brand refresh to elevate its identity, messaging, and packaging across all touchpoints – particularly for success in new mass retail environments and healthcare provider locations. The core challenge lay in creating a distinctive, consistent, and fundamentally simpler, more human brand experience that could cut through the clinical noise, truly resonate with users, and drive growth.

Strategy

Our strategy centered on transforming Pip from just a product into a simple, supportive, and human-centric brand experience, directly countering the often cold and complex feel of the diabetes care category. Building on core pillars of Proven Expertise, Remarkable Humanity, and a commitment to a Virtually Painless experience, we aimed to establish a unique market position. The strategic focus was on developing a distinctive visual and verbal identity that embodied simplicity and empathy—making diabetes care feel less daunting. This foundational work was designed to drive differentiation, enhance brand memorability, and ultimately support Pip's successful expansion into mass retail.

Solution

The solution involved a comprehensive refresh across all core brand touchpoints. We developed a distinctive refreshed visual identity—encompassing an evolved logo, color palette, typography, and iconography—captured in comprehensive Brand Guidelines to ensure consistency. This simpler, more human aesthetic was paired with an empathetic and empowering brand voice, applied across packaging concepts for 12 core SKUs and specific point-of-sale materials designed for healthcare provider locations. Additionally, a fully redesigned and optimized Shopify e-commerce website was created to provide a seamless, user-friendly experience, making the entire Pip ecosystem feel supportive and easy to navigate.

Results

The comprehensive brand refresh provided Pip with a cohesive, compelling, and human-centric identity across all touchpoints—from its evolved packaging and point-of-sale materials to the new e-commerce website. Early results were highly encouraging: the client expressed strong satisfaction, leading to continued engagement beyond the initial scope. The revamped website delivered a measurable lift in key performance indicators (KPIs), and the new packaging system has received excellent initial feedback. This successful evolution established a strong brand foundation, positioning Pip effectively for its ongoing growth in mass retail and beyond.