RO ← Cromatic Studios

Toskani MED

Designed by the skin architects.

  • Aesthetic medicine, for doctors
  • Barcelona · 2023
  • Brand strategy, positioning, packaging
Three TKN HA 3 boxes with fine rising lines: taupe, white, and white with a taupe panel

A new range, a name to define

Toskani MED is a Barcelona-based aesthetic medicine company. It offers non-invasive treatments to doctors, and its products are for professional use only.

New product ranges were on the way. The team needed to decide the image of Toskani MED, find the difference between Toskani and Toskani MED, and bring every product under one look.

We started where we always start, from the Core: positioning and strategy first, then the visual language built on top of it.

“Toskani MED offers aesthetic non-invasive solutions to caring doctors in a family environment with an expert voice. Giving them efficacy and making them feel close to us.”

The Core, the unique value proposition

Caregiver first, Sage close behind

In the workshop, closeness, expertise and efficacy collected the most votes. They set the archetype: a Caregiver for the relationship and the voice, and a Sage for the medical workshops and the scientific reasoning.

60 / 40 Caregiver and Sage, the archetype mix behind the brand Drop for more
TheCore

One sentence for the value proposition and an archetype mix: a Caregiver for the relationship, a Sage for the science. And one line that every box should carry, the X factor from the workshop.

  • Brand attributes
  • Value proposition
  • Archetype
  • Positioning

Designed by the skin architects in Barcelona.

The X factor from the workshop, written to go on the pack.
Front and back of a textured taupe TKN HA 3 box
The line, on the box
Layers ofbeauty

Visual concept 1 starts from the layers of the skin and from trencadís, Gaudí's broken-tile craft. Customised tiling becomes customised aesthetics, fitted to each specific need. On paper that means a grid, geometry, transparency, warm colours and natural light photography.

  • Visual concept
  • Layer system
  • Packaging
White TKN HA 3 boxes with orange stacked planes inside a thin grid
TKN HA 3 in Layers of beauty: a clean grid, warm layers inside
Bodylines

Visual concept 2 follows lines: of the body and face, of what the product does, and of Barcelona. Traced over the Sagrada Família, the same fine lines rise like its towers.

  • Visual concept
  • Line system
White lines on a sparkling taupe surface, next to the Sagrada Família silhouette traced with the same lines
From the towers to the box
Thepackaging

Body Lines in two variations for TKN HA 3. Variation #1 draws the lines as fine stems on taupe, white or silver grey, in white or orange. Variation #2 softens them into a waist of thin strokes on white, with a small skin-layer icon. Every box carries the same line: designed by the skin architects in Barcelona.

  • Packaging
  • Front and back
  • Colourways
  • Variation #1
  • Variation #2
Two silver-grey TKN HA 3 boxes, one with orange lines, one with white lines
Variation #1 on silver grey, with orange or white lines
Variation #2: white TKN HA 3 boxes with soft taupe strokes, front and back
Variation #2, front and back

A Core to build on: a caring, expert voice for doctors, and two ways to put it on a box, layers of skin or lines of the body, both signed by the skin architects in Barcelona.

Short recap: the Layers of beauty box next to Body Lines Variation #1 and Variation #2
Short recap: Layers of beauty, and Body Lines in two variations

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