DNA labs are often a B2B business, but we expanded the market to B2C by disrupting the tradition cold image of laboratory tests. The position of the brand is switched from only serving science labs to families who care about health of loved ones. 6 characters are created, representing different types of tests. This gives a softer and more humane touch to the brand, and becomes more comprehensive and acceptable to consumers. From leaflets and stationary to the logo, we chose red and blue as the major colors and opt for round font styles to make it more appealing to customers from families.