Printing Process: Digital Printing LOONA is the brand new globally oriented sub-brand of a Pharma Group in the field of women health. Over a span of 6 months, vinille and LOONA's team worked together to build mind front's brand strategy, brand architecture, brand name and brand identity across the North America market. In terms of brand strategy, naming and visual identity, it was necessary to firstly consider the association between LOONA and team in their brand architecture, as well as the collaborative relationship of healthcare in the Northern American market. As a professional medical brand focussed around value and efficacy, the new brand also needed to integrate the humanistic care of a mental health brand. A good fusion of two seemingly contradictory brand essences were required. However the market development and maturity in different countries are at different stages, as are the age composition and disease types of target consumers. We needed to build a brand strategy and brand visual identity that could accommodate these considerations across the Canada and USA markets.