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As the first pill organizers to combine function and aesthetics with technology, Loba asked Armature to develop a brand model and visual identity that was both sleek and ethereal.


The inspiration for Loba’s brand is the bringing together of wellness, lifestyle, and technology. As the first pill organizers to combine function and aesthetics with a mobile app, the team was going for an identity that conveyed both the sleekness often associated with tech alongside their purpose of making caring for one's health a ritual, and a pleasure.​


To do this, Armature selected brand colours that bridge both feminine and masculine by playing off the concepts of light and dark, day and night. Graphic elements reflect shapes found in nature such as the rising sun and a half moon, with an earthy palette intended to ground a clean photographic style.

Post-brand launch, Armature has continued to support with art direction and design, custom photography, custom videography, video editing, and more.

SCOPE: Full service logo + brand development including: discovery sessions, creative discovery, brand strategy, brand model development, creative concepts, graphic design, asset delivery, Brand Guidelines book.


Website design, iOS and Android app UX, design and development.

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