Nature’s technology
Axabio is a new biotech brand that’s harnessing the potential of microalgea to produce astaxanthin – a naturally occurring pigment that’s the most powerful antioxidant in the world. We partnered with Axabio to develop their brand name, strategy and identity, building a solid framework to go to market and share their message of technology working in partnership with nature.
The most
stable astaxanthin
Astaxanthin is one of the most-hyped health supplement & cosmetics ingredients of the moment, which means axabio needed branding that would establish themselves at the forefront of the movement. They wanted to emphasize their state-of-the-art approach – combining patented technology and advanced AI monitoring – with an identity more akin to a lifestyle brand than a B2B biotech company. It also had to be digital-first, allowing prospective customers and partners to interact with the brand online as quickly and smoothly as possible.
Growing cells
WeWantMore created a brand that’s firmly rooted in the natural world while also speaking to themes of technology and precision. The axabio logo is both organic and geometric, and is built using a customized sans serif typeface created in partnership with Brazilian foundry Plau. In motion, its letterforms gently mimic the movements of the algae cells axabio uses to produce astaxanthin, and the logo can also be simplified into a standalone a, in situations where space is limited.
WeWantMore’s branding is designed not just to set axabio apart in their category, but to capture their position at the cutting edge of biotech. It takes the sleek aesthetic of a lifestyle brand and connects that back to the beauty and power of the natural world.
The brand color palette similarly speaks to the raw materials axabio works with, using algae green and cell green as the dominant colors, with limestone, salmon pink and astaxanthin red as supporting shades. Photography plays a key role, emphasizing the human wellbeing side of axabio’s business, as well as the natural resources it relies on for production.
Lastly, the ‘nature’s technology’ tagline highlights axabio’s unique position at the forefront of biotech – celebrating nature as an engineer and axabio as the catalyst.
WeWantMore was able to capture axabio's essence, crafting a brand that reflects our innovative approach and core values. Our vow to continuously challenge the status quo is reflected in both brand and tagline “natural astaxanthin, reinvented”. We loved WeWantMore’s no-nonsense approach and the fact that they pushed the briefing resulting in a branding that itself pushes the boundaries of the category.
