Rugiet, a men's health and performance medicine brand, has unveiled a new brand strategy and visual identity. The project was undertaken by Pentagram and focused on making Rugiet's perspective and presence more distinct within the rapidly growing men's health market.<\/p>\n\n\n\n
Rugit is a brand that provides personalized, clinical-based care to improve men's health, vitality, confidence, and long-term well-being. This rebranding was executed to strengthen the brand's differentiation through a more direct and assertive voice, while maintaining this medical credibility.<\/p>\n\n\n\n
The new logo gives a concise and clear impression. The structure of vertically stacked letters emphasizes a sense of control and focus, visually revealing the confidence and determination the brand pursues. The accompanying monogram combines the letter 'R' with an upward arrow to intuitively express growth and progress.<\/p>\n\n\n\n
This visual logic extends to the exclusive typeface, 'Rugiet Tall'. Developed in collaboration with Commercial Type, Rugiet Tall is a custom font that reflects the logo's vertical proportions and sense of uprightness. It is particularly optimized for expressing short, powerful messages as vertical headlines, directly conveying the brand's energy through phrases such as "Rise Up.".<\/p>\n\n\n\n
The brand color also demonstrates a differentiated attitude. Rugiet Orange departs from the soft pastel tones commonly seen in the wellness industry, leaving a strong and vivid impression. This shows that Rugiet aims to address health in a more active and confident manner, rather than speaking of it cautiously and euphemistically.<\/p>\n\n\n\n
The new identity is applied across the entire brand, from logo embossing on product surfaces to packaging, campaigns, and the website. The website was designed in collaboration with Alright Studio, focusing on building an experience where clinical credibility and a bold brand language work together.<\/p>\n\n\n\n