About minoo:
Minoo pioneers digital self testing with the goal of democratizing healthcare. By combining cutting edge research and digital innovation, they develop integrated diagnostic platforms that deliver real time results directly to users’ smartphones, empowering individuals to manage their health anytime, anywhere.
Minoo was designed to stand out in a growing market of at home tests. While connected to the trusted midge medical brand, Minoo needed its own distinct consumer facing identity that feels clear, accessible, and reliable.
I had the opportunity to develop a brand identity for minoo, the first mobile diagnostic product by midge medical, a Berlin based medtech company founded in 2016 with a bold mission to bring professional medical diagnostics into people’s homes.
Highlights:
Developed a complete consumer facing brand identity for a Berlin based medtech product, translating complex diagnostic technology into a clear, accessible, and market ready visual system that supports the launch of mobile healthcare solutions.
Services:
• Brand Identity Design
• Corporate Design
• Logo an logotype
• Typography and color system
• Visual language and design guidelines
• Product appearance direction for packaging, web and social media
• Corporate Design
• Logo an logotype
• Typography and color system
• Visual language and design guidelines
• Product appearance direction for packaging, web and social media
Goal:
The goal of the project was to create a distinctive consumer brand for minoo that clearly differentiates it from its parent company while maintaining trust and scientific credibility. The identity needed to translate advanced medical technology into a clear, accessible, and approachable brand experience.
The brand had to communicate innovation, reliability, and ease of use, supporting the launch of a mobile diagnostic product designed for everyday healthcare.
Challenges:
Balancing trust and accessibility
As a health related product, the brand needed to convey medical precision and reliability while remaining friendly and understandable for a broad consumer audience.
As a health related product, the brand needed to convey medical precision and reliability while remaining friendly and understandable for a broad consumer audience.
Differentiation from the parent brand
Although connected to midge medical, minoo required its own recognizable identity with a more consumer oriented tone and visual language.
Although connected to midge medical, minoo required its own recognizable identity with a more consumer oriented tone and visual language.
Translating complex technology into simplicity
The product is based on advanced diagnostic research. The challenge was to create a visual system that communicates innovation without overwhelming users with technical complexity.
The product is based on advanced diagnostic research. The challenge was to create a visual system that communicates innovation without overwhelming users with technical complexity.
Consistency across multiple touchpoints
From logo and packaging direction to web and social media, the identity needed to function seamlessly across all physical and digital environments.
From logo and packaging direction to web and social media, the identity needed to function seamlessly across all physical and digital environments.
Result:
The result is a clear, modern, and confident brand identity that positions minoo as an accessible pioneer in digital self testing.
Key outcomes include:
•A distinctive logo and visual system tailored to a consumer health audience
•A refined typography and color system that communicates clarity, trust, and innovation
•A cohesive brand foundation adaptable to packaging, digital platforms, and social media
•A strong positioning that supports the market launch of a mobile diagnostic product
Key outcomes include:
•A distinctive logo and visual system tailored to a consumer health audience
•A refined typography and color system that communicates clarity, trust, and innovation
•A cohesive brand foundation adaptable to packaging, digital platforms, and social media
•A strong positioning that supports the market launch of a mobile diagnostic product
The brand successfully bridges scientific credibility with everyday usability, establishing minoo as a recognizable player in the growing field of at home diagnostics.
The Process and Collaboration:
Working with the team at midge medical on Minoo was a focused and inspiring collaboration. With a clear vision for launching a consumer facing product, the process was fast paced, efficient, and highly solution driven.
Together, we developed a brand identity that bridges innovation and accessibility, laying the creative foundation for a product that brings advanced diagnostics into everyday life.
