Oneome
Making Rx genetic tests more lifestyle than Big Brother
Category: Fill in category here
Services: Branding, packaging
Brand strategy: Julie Kucinski
Product photography: Lilia Cretcher
The situation
Most prescriptions do not work as a directed due to our genetics. An innovative test for this was created in partnership between Mayo Clinic, Stanford and Invenshure, a health-oriented VC-incubator we worked with to develop multiple brands.
The strategy
Make a clinical test consumer friendly, even gift-able, so trial-and-error could be replaced by data.
Key ideas:
You are a mystery worth solving. Do no harm, then do better.
We developed a brand strategy, deck, ad-ready toolkit, site and designed the brand and kit itself. Created to feel like a lifestyle brand and spark conversation in the physician’s office, as DTC was not possible due to FDA regulations. Our goal was to drive "ask your doctor" demand and word of mouth, while appealing to modern physicians.
Our brand story was inspirational and human, focused on statements like “You are a mystery worth solving.”
Sampling of the old Caboo branding