IDENTITY

A New Focus

Axol Bioscience specialises in human cell culture and have a passion for great science, delivering epic support and innovating future products to help their customers advance faster in their research.

Part of Identity’s work with Axol was to design a new brand, taking the focus away from the previous cartoonish approach. Axol’s original branding included a distinctive character called ‘Sal’ – an axolotl. Axolotls have amazing regeneration capabilities, which was very fitting for their company name. Due to the affection felt for Sal (and his female counterpart ‘Amanda’), Identity believed the axolotl characters required a rendering makeover and should still be included in the branding suite.

Now, you can see the two making cameo appearances throughout the online and printed marketing messaging, which includes presentations, brochures, product packaging and exhibition stands.