Facing several larger and entrenched competitors, Acacia had hoped to gain market share by offering an inexpensive alternative to the competitors’ products. While the product performed extremely well in comparison with competitor products, the market was slow to embrace its rather plain and cheap looking appearance.

I created brand messaging to elevate the perceived value of the MedFlo product. This was done by creating custom printed packaging for the product as well as creating a full color label for the product itself. Next a six-page full-color brochure was created to replace the two page data sheet previously used for marketing. A clinically accurate photo shoot was executed so that the product could be shown in an operating room setting to boost the acceptability of the product into new hospitals.

The product continues to make headway in the marketplace. Previous comments of the product’s quality and value have been eliminated, allowing the side-by-side comparison to be made on price and performance alone.

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Brand Development

MedFlo Brand Development