A new identity helped Tocris Bioscience distinguish itself from the competition with the research scientist target audience and made a stronger connection to plants—the main source from which their entire product line is derived.
In a space dominated by white lab coat wearing scientists, it was important to stand out from the crowd. Walking away from the traditional chemical formula graphics, that plagued every company's communication like locusts, was going to be a challenge. Adopting a more stylized and sleek approach allowed Tocris Bioscience to easily cut through the clutter. Using plant visuals as the anchors to set the stage allowed Tocris to communicate their unique selling proposition – all chemicals they use are derived from actual plant life.
The founders of this London-based organization were both named Chris. If you look at the letter "O" in the logo , you'll see the two C's facing each other. This represents the two Chris' coming together to form a brand new entity.
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