Construct a brand in a world of laboratories
As a family-owned French laboratory with an 80-year history based on a natural and humanistic view on health, Lehning had taken refuge behind its products. In 2013 the company turned to blackandgold, with a goal of reaffirming its strategic positioning and values through all of its online and offline media.
Become the reference in natural health
Build up the reputation of the Lehning Laboratory beyond that of its signature products (L52, L72, etc.), while altering the feel of its website and digital ecosystem – from medical display cabinet to personalised, customer-centred care center.
Our Brand Idea
In order to clarify the positioning of Lehning’s expertise in the world of nature health, we completely revised the site architecture, design, and navigation on the basis of ‘solutions’ consistent with consumer inputs. We optimised the ergonomics of the site for mobile platforms by opting for a responsive interface. Finally we optimised the presence of the laboratory in online forums, blogs and search engines by means of a comprehensive editorial strategy.
A ranking constantly increasing on Google on the topics identified by Lehning.
Enable the laboratory to emerge in the pharmacy market
Reinforce the connection of the product range with Lehning Laboratories. Additionally, make visible its roots in natural health without losing product clarity, which is responsible for patient recognition.
Our Brand Idea
In order to create more point-of-sales visibility, we opted for a new format to provide greater space for expression. We readjusted the hierarchy of on-pack communication to better separate the space for product description from that of the Lehning endorsement. Finally, we clarified the botanical nature of the products by injecting a plant motif into the structure, while still retaining its austerity as a guarantee of excellence and expertise.
A less-diluted pharmacy brand has led to Lehning Laboratories gaining both recognition and increased brand awareness.