Brand Experience
Actimove

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Actimove – Feel Good, Move Better

Starting point

Essity’s Actimove brand stands for medical bandages and orthoses. While in Europe, sales are largely conducted through medical supply stores with consultation, the American market is quite different:

  • There, bandages are sold on drugstore shelves – without consultation.
  • The packaging must therefore speak for itself, spontaneously engage, create impact, and enable clear navigation within the product range.

Challenge

Brand transformation of Actimove into an innovative and emotional brand that can establish itself equally in the US and European markets.

Our role

We developed a new holistic Brand experience for Actimove – from the logo and a design system for all touchpoints to the product design itself.

Solution

Logo & design system

  • Development of a new Actimove logo that is unique and eye-catching across all touchpoints.
  • Holistic design system that visually unifies the brand and scales internationally.

Packaging

  • Shelf impact: Strong colors, clear structures, high recognition.
  • Optimal navigation: Understandable differentiation of products within the range, even without consultation.
  • Globally applicable: Uniform for Europe and the USA, regardless of the sales channel.

Product Design

  • Modernization of bandages: Moving away from the look of medical aids towards a sporty, contemporary, and functional appearance.
  • Innovative helix structure: A distinctive design element developed by us, which, together with the textile material, provides special support.
  • Product design as a central brand feature that differentiates Actimove from competitors.

Success

  • Strong brand presence: Actimove appears globally as a modern, consistent brand.
  • Packaging as a salesperson: Navigation and impact at the POS facilitate purchasing decisions – especially in markets without consultation.
  • Differentiation through design: Product design becomes the driver of brand modernization.
  • Innovation highlight: The helix structure in the knitted material sets a visual and functional benchmark in the market.

Conclusion

With Actimove, a functional bandage brand was transformed into a contemporary, sporty, and global brand. Human Centric Branding created a design system that unifies logo, packaging, and product design – for a brand that credibly fulfills its promise: Feel Good, Move Better.

Case highlights:

Orientation

1. Stock-Take

It all starts with a precise analysis: where does the brand stand today? What messages is it sending—and do they actually land with the intended audiences? We make visible whether external perception matches internal intention.

2. Exposing Communication Gaps

SENSUS reveals where communication between brand and consumer breaks down. Which signs, codes or messages are missing their mark? Where do misunderstandings or misinterpretations arise?

3. Cross-Channel Perspective

We examine the brand across all relevant channels—digital, analogue and direct contact—ensuring messages are consistent throughout.

4. Collaborative Approach

Our approach is cooperative: we don't impose solutions, but work together with all relevant stakeholders. By involving everyone, we create shared understanding and broad acceptance of results—driving change processes that are supported by all.

5. Foundation for Development

The outcome is a clear, holistic picture of the status quo. On this basis, strategic decisions can be made and brands developed with purpose—with clarity, commitment and clear direction.