The Challenge

The team behind what would later become pieks approached us with a clear mission: make preventive blood diagnostics more accessible and less intimidating. The concept — a medical product for home use — needed a brand identity that felt friendly, trustworthy, and light-hearted, without losing scientific credibility. The challenge was to break down emotional barriers around blood testing and build a brand that users feel genuinely comfortable inviting into their daily lives.

Our Solution

We started by developing the name “pieks” — short, memorable, and rooted in everyday language. It evokes the quick sensation of a prick, while sounding playful and human. Building on that, we created the core messaging: “nur ein pieks” and “deine Gesundheit beginnt mit einem kleinen pieks” — designed to ease anxiety and encourage action through simplicity and warmth.

From there, we designed a complete brand identity system. The logo, typography, and colors were carefully selected to balance medical clarity with emotional softness. The result is a brand that feels fresh, caring, and approachable — positioning pieks as a confident newcomer in the healthtech space with a clear user focus.

Scope

• Brand positioning & communication strategy
• Development of name and core taglines
• Visual identity design (logo, typography, color palette)
• Brand personality and positioning

Highlights

• Name: pieks — playful, clear, and emotionally resonant
• Taglines: “nur ein pieks”, “deine Gesundheit beginnt mit einem kleinen pieks”
• Soft, optimistic color palette to reduce clinical coldness
• Visual language that balances clarity with trust and empathy