venturethree's heart-shaped 'B' rebrands Bormioli Pharma as a health innovator

Bormioli Pharma makes packaging for some of the world's most common pharmaceuticals. Its name carries deep equity in the industry, but the company wanted to leap from supplies manufacturer to health innovator in a sector crowded with blue and green identities.

Reposition the packaging maker around its brand truth 'Small part. Big impact', marked by a heart-inspired 'B' — the heart being health's universal symbol.

venturethree evolved the brand rather than replacing it: the signature Bormioli red was retained as a differentiator in a world of blue and green, and a heart-inspired 'B' symbol was designed to be made tangible in applications, connecting the company to its 'put health in the hands of the world' ambition. The identity was officially unveiled at Pharmapack Europe in Paris.

The identity launched publicly at Pharmapack Europe in Paris, announced as symbolising a new wave of innovation for the business and the pharma industry; no commercial results were disclosed.

In February 2019, international brand company venturethree unveiled a new brand identity for Bormioli Pharma, described as the leader in pharmaceutical packaging production. The work marked an 'exciting era of change' for a company whose packaging carries some of the world's most common pharmaceuticals, repositioning it from supplies manufacturer to healthcare innovator.

The repositioning was built on the company's stated ambition to 'put health in the hands of the world' and anchored in its brand truth: 'Small part. Big impact'. Marketing and innovation director Enrico Santarelli framed the identity as a declaration of intent: 'we don't just want to supply the industry, we want to lead it. This means innovating down to the smallest detail.'

venturethree's design decisions were deliberately conservative where equity existed and bold where differentiation mattered. Creative director Stuart Jane noted that in a world of blue and green, retaining the Bormioli Pharma red gave a strong differentiator; the solution device was a heart-inspired 'B' symbol, chosen because the heart is the internationally recognised symbol for the health category. Design director Nick Sims added that making the symbol tangible expressed the brand's purpose. The new identity was officially unveiled at Pharmapack Europe in Paris.

The strategic move is category redefinition: a company that supplies the industry claims leadership of it, using packaging's 'small part' as the proof of a 'big impact'.

The heart-shaped B shows symbol design doing strategic work — borrowing health's most recognisable icon to move the brand from pharma supply chain into healthcare.

It is a study in restraint: keep the name, keep the red, change only what the brand says it is for.

A component maker can borrow its category's most universal symbol — the heart — to claim consumer-facing territory, while keeping a legacy asset (the red) as continuity.

The source records only the unveiling at Pharmapack Europe and the launch statements; no later results are mentioned.