Gilde Healthcare, a Netherlands-based private equity investor specializing in the healthcare sector, is merging its two acquisitions Acti-Med and EUROPIN, two leading medical technology companies with more than 25 years of experience each in cannula development and manufacturing, under the new joint umbrella brand Jecture to form one of the largest contract manufacturers of high-quality cannulas and cannula systems for pharmaceutical and medical applications in Europe.
With its products, the Jecture Group is working on the future of injection technology to support medical progress and improve the quality of life of patients worldwide. The companies in the group are dedicated to both innovative, customized solutions and high-volume series production for applications in oncology, ophthalmology, diabetes treatment and veterinary medicine.
After a successful pitch, Truffle Bay was mandated with the overall brand development from naming, the definition of the brand identity and the creation of the corporate design to the implementation of a first landing page for the launch of the new brand at the leading international trade fair MEDICA in November 2022.
Insight: Brand analysis, Strategic analysis, Market analysis, Customer analysis, Competitive analysis
Identity: Purpose & brand positioning, Naming, Claim, Brand strategy, Brand architecture, Corporate & brand design
Experience: Brand implementation, Print media, Digital design
The cannula experts.
Jecture's brand identity is based on a purpose with a clear leadership claim and value proposition: »Shaping the future of injection technology - to support medical progress and enhance the lives of patients around the world.« The name Jecture – a combination of »injection« and »future« – thus succinctly expresses the essence of the purpose. Three ambitious values – »Trailblazing Performance«, »Tailored Precision« and »Trusted Partnership« – describe the brand personality, which culminates in a brand promise that is as self-evident as it is confident: »The cannula experts.«
Round and sharp – precisely combined
The Jecture logo with its clear and precise shapes reflects the values of the brand identity on the one hand – on the other hand, it picks up on the round and sharp features so typical of cannulas.
The word mark is based on the geometric grotesque font FF Mark Pro, which was adapted in detail for the logo in order to reflect the characteristic design language of the cannula. The figurative mark symbolizes the decisive moment of every cannula application: the insertion.
The brand's color scheme combines blue tones familiar from the industry and connected with medical and high-tech associations with a warm, emotional and at the same time human red accent – for an individual and clearly differentiating color impression in the competitive environment.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test
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