Client Kaleido

Treating people, not ailments

Brand identity Brand strategy Naming

Overview

Start-up medical device developer ViCentra had big ambitions for its new insulin pump. They wanted their pump to provide people with an easier way to manage their insulin levels, but also be an aspirational wearable, bucking the trend of dull and soulless medical devices. They actively wanted to encourage people to think less about diabetes. Their focus is on people, not ‘patients’ and enabling people to feel more in control of their lives and lifestyles.

The new insulin pump needed a brand to launch with. A brand that embodied ViCentra’s vision of ‘seeing the world differently’ and one that would appeal to and engage with a wide range of audiences, with a particular focus on younger female users.

Solution

An industry-reshaping brand, Kaleido’s focus is fixed on the user and their experience of the brand and product. Putting control firmly back in the hands of the user, every aspect of their experience was considered from the choice of dynamic colour for the insulin pump to the vivid user interface; every brand touchpoint was designed to enhance the user experience.

20,000

new users to website within first 5 months of launch

€10m

obtained in their investment round to fund international growth

A white medical device with a large screen and a purple hexagonal button, labelled Kaleido, is placed next to a shiny purple cap, all set against a yellow geometric background.

A kaleidoscope of colour

The brand strategy and identity had to challenge the convention of the traditionally sterile medical sector. In order to see the world differently, we needed to introduce a new perspective. With its range of bright colours and shifting views, we turned to the kaleidoscope optical instrument for inspiration, both for the visual identity and the name of the brand.

A modern exhibition stand with angular white display plinths, large colourful digital screens showing geometric patterns, and the word Kaleido displayed on the walls. The design is sleek and contemporary.

A modern medical device with a touchscreen displaying colourful health stats stands upright next to its yellow cover. The background features geometric green and yellow patterns. The device is labelled Kaleido.

A white box labelled Kaleido, beside a colourful, geometric-patterned box with shades of blue, purple, and green, both placed on a light surface.

A colourful, hexagon-patterned gift box with a teal ribbon inside is shown open. In the background, there’s packaging with compartments and the word “Kaleido.” printed on the white box lid.

A man in an orange shirt is explaining something to a woman in a grey shirt. The man is holding a device and gesturing with his hands, whilst the woman listens. The background is orange and white.

A young woman in an orange shirt with a wearable device and a round patch on her upper arm stands indoors, talking to others. The background features bright, colourful panels in blue and green shades.

A modern, brightly lit exhibition stand displays the word Kaleido. on a large colourful screen and above a white geometric counter, with colourful items arranged on shelves in the background.

A man in a red Kaleido shirt stands at a table with colourful objects, talking to two older men, whilst people are visible in the background at what appears to be an event or conference.

I admire companies that don’t just think about the functionality of a device, but are also aware that we hold it in our hands every day so it needs to make us feel good.
You can tell that the people at Kaleido show real emotional consideration and understand people with diabetes.

Kaleido user

Special thanks to

Client team
Amy Oakes
Tim Oakes
Project team
Jonny Davidson
Robbie McWhirter
Alice Saunders
Vicki Young
Alex Tomlinson
Keri Thornton
Packaging specialists
Cyberpac