Astellas approached Origin to develop a new visual identity for the ‘Wowtab’ version of the market-leading urology treatment, Omnic.

Omnic ‘Wowtab’ or ‘without water tablet’ is a new fast melt formulation of the drug, intended specifically for use by the elderly or those with impaired swallowing function. It quickly disintegrates upon contact with saliva in the mouth and is therefore easily ingested without water.

The brand identity reflects the tablet’s mode of action and is supported by a subtle colour change from dark to light to indicate dissolution of the product. The typography is strong and distinctive and reflective of the efficacy and trustworthy of both the brand and delivery technology.

The dual font colour supports the dissolution theme and is also a visual tool to highlight both separate components of the brand: the Omnic master brand and the Wowtab technology.