search by service | by industry
Client Laurus Labs
Project Strategic Brand Architecture, Repositioning & Visual Identity System
Laurus Labs Rebranding
Background
We first created the Laurus Labs brand over a decade ago. In 2023, they returned to us at a moment of significant evolution — expanding beyond their API foundation into formulations, CDMO, and biotechnology. The brand needed to keep pace with this transformation and project Laurus as a diversified, future-ready pharmaceutical group.
Challenge
The existing identity was rooted in the API legacy, which led to inconsistencies across newer divisions. Sub-brands often deviated from guidelines, creating fragmentation and limiting Laurus’s ability to communicate its expanded role as an integrated development partner. The challenge was to unify the brand, clarify its architecture, and reposition Laurus as more than an API leader.
Solution
We anchored the rebrand in the idea “Chemistry for Better Living.” — a statement of purpose that connects Laurus’s scientific ethos with its human impact. This became the north star for brand architecture, identity, and digital experience.
A new architecture was created to align the parent brand and its verticals — Laurus Synthesis, Laurus Bio, and Laurus Generics — under one coherent framework, with clear hierarchies and naming conventions. The visual identity was modernised through refined logos, vibrant colour palettes, and a fresh type system, balancing legacy cues with agility. On the website, this structure translated into a redesigned navigation and content system that surfaced each vertical intuitively, enabling visitors to see Laurus’s full spectrum of capabilities — from APIs to advanced biotech.
