We are witnessing a tremendous rise in the amount and diversity of data exchanges with brands. The assimilation of data towards an integrated closed-loop system will increasingly provide the ability to generate holistic consumer and market understanding. But understanding alone isn’t sufficient. A passionate strategist aims for the utmost when transforming identities – whether they’re sharp, decided, and crystal clear, or warm, familiar, and cozy. Depending on the task and the strategic setup.

Our Task

Atnahs/Pharmanovia – the original medicines specialist backed by PE investor Triton Partners – asked us to help them build a brand supporting their strategic vision: To become a committed, progressive global specialty pharma business and a preferred partner for innovator pharma companies.


Founded in 2013, the company has grown from a small family business operating solely in the UK to a global specialty pharma business. This transformation process required a fundamental review of the brand’s market positioning, brand awareness, associations, and reputation – to gain a holistic customer, stakeholder, and market understanding. Essential for aligning business strategy with future brand strategy.


A new brand emerges

The rebranding represents the next step for Pharmanovia, building on the strong acquisitions track record, but also growing through in-licensing and product development. The process involved the launch of a new name “Pharmanovia” and a new visual brand identity. Entering unexplored areas – bringing connotations of progress and innovation, while retaining authenticity.

Dr. Amit Patel<br><span>Founder & Former Chief Executive Officer<br>Pharmanovia</span>

“Whybrand provided thorough brand strategic work and professional advice for our rebrand. They designed a great new brand that reflects Pharmanovia’s rapid growth and position as the original medicines specialist globally. It was an absolute pleasure working with the Whybrand team.”

Dr. Amit Patel
Founder & Former Chief Executive Officer

Friederike Biegel<br><span>Managing Partner<br>Whybrand</span>

“Due to the pandemic situation, the project layout was entirely virtual. From assimilation of data sources to the generation of high-profile global stakeholder insights to a multistage branding process. Continuous open dialogue, consistency, and strategic rigor made this project a big success. Thank you to the teams at Pharmanovia and Triton Partners for this great project.”

Friederike Biegel
Managing Partner

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