The Design DNA defines a single, bold approach that unites the brand, creating products and services that are consistent, ownable and unique with a strong brand identity. This common foundation ensures that Coloplast can deliver on a unified vision, bringing value and consistency to users and care givers.

The DNA is made up of the brand platform, design behaviours and design elements; all of which are key for an integrated approach to the whole product experience across design, technology and service. The principles guide the development of innovative solutions creating iconic, approachable and purposeful forms that deliver functionality with emotional resonance.

Each individual product is innovative in its own right, using the DNA to exceed functional requirements, address the needs of the business and the emotional needs of users.

The DNA is made up of the brand platform, design behaviours and design elements, all of which outline a holistic and integrated approach to design, technologies and services.

The Design DNA book’s guidelines and toolkits guide product creation throughout Coloplast. They lay the foundations for intuitive, emotionally resonant products by implementing purer forms and simple graphics. Clear touchpoint colours indicate where a user will need to interact with the product, providing them with guidance.

Individual product outcomes are highly innovative, creating a lifestyle-orientated approach with a bold, non-medical feel. Some products are in production and others will be released in the near future.

For example, some products already in production:

Sensura Mio ostomy bags use a neutral grey textile that feels like clothing, complements every skin tone and is discreet under white clothing.

SpeediCath Compact Eve’s tapered triangular form is easy to open for those with dexterity problems, and does not roll away if dropped. It is intuitively signposted, contains a smaller, more manoeuvrable handle and an integrated urine bag attachment to simplify teaching.

The all-in-one catheter sets combine a catheter with a urine bag; they are compact, easier to tidy away, discreet and robust - all without increasing product cost.

We began by understanding the brand, interviewing everyone from production technician to the CEO. We spent time with clinicians, nurses and patients to understand current experience and identify areas of opportunity.

Design Behaviours distilled core brand values into a common foundation, giving all creators at Coloplast a common approach. Design exemplars created a vision for the brand, showing stakeholders what was possible under the new Design DNA.

Toolkits and Guidelines structured the approach; creating a reference for all potential design issues. These created a singular approach to form, colour, material and wayfinding. At the same time, the DNA was created with its core principles were being tested and validated on live projects.

Each DNA compliant product is innovative in its own right, improving user experience, building a unified approach to design and creating a brand known for quality and innovation.

The DNA embeds design firmly at the heart of Coloplast, introducing cultural change within the company; and setting new standards for products and services. Ever since the introduction of the design strategy, the innovation pipeline is the strongest the company has ever had with their share prices dramatically increasing over the years. DNA compliant products have transformed Coloplast’s relationship with its end users; improving the core experience, meeting emotional needs and showing an empathy otherwise lacking in the majority of medical appliance design.

Revolutionary, yet simple and intuitive design gives users confidence and independence, enhancing quality of life. Delivering better designed, user centric products has led Coloplast to have been voted with the highest customer satisfaction ratings in the World for the past four years running. It has also strengthened their brand position in the marketplace - Coloplast has been ranked as the 12th Most Innovative Company in the World

Coloplast is a Danish medical company with a global market for its disposable intimate care products across ostomy, continence and wound care areas.

The brand was poorly applied to its products, which looked like they came from three different companies, each with its own identity. They were underprepared for the consumerisation of healthcare, where patients increasingly have a strong influence on their choice of treatment.

The original brief asked us to apply visual consistency across Coloplast’s products and packaging. We looked beyond the aesthetic to put users at the centre of every experience, producing solutions that were not only functional but beautiful; with an emotional dignity that left users free to live their normal lives.