Our first challenge was creating a visual direction that serves Pandora’s unisex customer base. Hair loss affects both men and women. We balanced themes of growth — green, the butterfly — with eye-catching imagery to give the brand its immediate draw, while strong fonts and space-age color treatments ensure it looks more scientific than any other product on the shelf. We let our creative side flourish on promotional materials that combine head-turning visuals with captivating headlines to state boldly, “This is something new.”

The second challenge was what to say to an audience short on hope while staying within regulatory boundaries. Our greatest caution was not to over-promise. Most victims of hair loss have long since resigned themselves to three options: radical embrace, a trip to the wig store, or a flight to Istanbul. Most over the counter treatments are “lifetime” products that only work (with less than radical results) as long as you use them.

To tell them about Restore, we began gently with the theme, “hope for your hair.” Meeting the prospective user at a human level, rekindling their desire to reclaim their appearance and agency leads the way. Backing up this emotional theme is detailed information about the science behind Restore by Pandora Therapeutics, why it hasn’t come to market before, and the greatest benefit of all: see results after 45 days, and after 6-12 months, stop using it.

Pandora Therapeutics has a brand fit for its uphill battle: rehabilitating the reputation of an entire category of products while helping their customers reclaim their appearance. Both areas are primed for growth.