Polishing a medical brand

Their Goliath

With Cabochon, the investors at the Foundry, a medical device incubator based in Menlo Park, knew they had a hit on their hand. They also were aware that the existing brand for their new device didn’t differentiate it in the crowded aesthetics surgery market.

Our Solution

The device had a unique mechanism of action and name to match: Cabochon, or “a highly polished gemstone.” Competitive analysis uncovered a key technical differentiator: precision. This mixture of polish and precision was used to define the product’s visual and verbal identity. 

What We Did

Brand Strategy
Identity Design

Brand Strategy

While “The scientifically proven, lasting treatment for cellulite” is descriptive, it’s by no means memorable. We were able to get things two to two important words: Precision Matters. This highlights the product’s primary differentiator while calling into question competitors’ ability to deliver it.

Identity Design

Cabochon’s existing identity included both an outdated color palette as well a well worn “swoosh.” vs. Goliath’s design partner SpiroLab developed a novel way for their logo to reflect both the curves of a polished stone and crosshairs representing precision.

identity story
identity story

We looked at their competitor’s identities and uncovered a unique and sophisticated color space that would resonate with aesthetic-minded aesthetic surgeons.

We extended Cabochon’s new brand across all core marketing touch points: web landing page, investor presentation, and business cards.

“The brand bible you built gave us an excellent foundation.”

Cabochon Business Lead

The Results

Cabochon’s shiny new brand helped attract acquisition by Ulthera within one year of its introduction.