HCK
How we revamped a traditional Swiss B2B healthcare brand to make it D2C-ready.
HCK® is a traditional Swiss company and subsidiary of hepart AG, which has been dedicated to "Regulationsmedizin" since 1983. The approach is based on a holistic orthomolecular naturopathy – one that hepart applies, among other things, in its own health clinic. Part of their offering is the HCK® micronutrient line: a supplementation range tailored to individual needs, based on concrete laboratory analyses and a patented galenic formulation.
Rebranding
In the first step, we developed the foundations for the rebranding through a series of workshops and an extensive concept phase. Together, we uncovered the core values, developed a new self-image aligned with shifts in the market, and formulated a corresponding brand attitude. As part of the communication strategy, we developed distinct communicative threads and claims for the different offerings, target audiences and market segments. All of this served as the foundation for a comprehensive overhaul of the entire corporate identity – including logo, typography, tone of voice and colours – which we consolidated in the brand guidelines.
HCK® Individual is the centrepiece of the offering. This is where numerous disciplines converge. The product is distributed primarily through therapists, doctors and pharmacies, who begin with an anamnesis and the analysis of the patient's biomarkers – through consultations, urine or blood tests. These are evaluated by the in-house laboratory and fed through a software platform to the respective partners, who use this very FAS software to compile individual nutrient blends based on an intelligent modular system. The final product is then delivered in a unique and patented galenic formulation in the form of granules. What appears complex in the background resolves into a very simple promise for the customer: One spoon. All in. We helped consolidate the look and feel of all touchpoints along the product experience accordingly (including packaging design, User Interface and design of dedicated documents) while preserving a clean, trustworthy and medical appearance.
HCK® Essentials were deliberately created – and co-conceived by us – to lower the barrier to entry into the HCK® product world, opening up new target audiences, touchpoints and distribution channels, with a particular focus on D2C. Based on the patented HCK® granulate, individual stick portions allow for controlled intake. The structural division into "Basic" and "+" products enables a degree of personalisation without the full diagnostic process.
Website
With the new products and a stronger focus on end consumers, the website messaging also needed revisiting – as did the development of a long-term e-commerce strategy that integrates the existing business. Here we were able to provide a first valuable push in the right direction, building on the foundations developed earlier, to establish a significantly more modern and approachable presence for the time being.
Trade Fairs
HCK® doesn't just attend health trade fairs as a visitor – they also host their own annual congress, bringing together doctors, therapists and pharmacists for a lively exchange of ideas. This event serves as both an important sales pillar and a community-building platform. For these occasions, we adapted the messaging for selected assets.
Sales Material
From our experience as entrepreneurs, we know that for a company like HCK®, the most important discipline is sales. It is therefore only logical to pay particular attention to sales materials, as well as the company-wide rollout of master and template files for the Microsoft Office Suite. This included PowerPoint presentations tailored to different target audiences, Word templates for correspondence around the product experience, and key spreadsheets and analysis documents connected to the FAS software.
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