Precision life sciences and the efficacy of personalized, genomics-based medicine.

Effica was created as the medical division of one of Canada’s leading cannabis holding companies. The brand’s ethos was centred around efficacy—evidence-based, personalized health and wellness solutions which all start with a simple genomics test.

Strano and Pettigrew began by synthesizing the company’s research into a cohesive brand strategy. This was followed by a rigorous name generation exercise, culminating in the name Effica for the corporate brand and  Quod:TX for their DNA kit and nutraceutical products line.

Effica comes from efficacy.

The name Quod:TX, pronounced “quad,” is a reference to the four chemical building blocks of the DNA molecule. “Quod” in latin translates to “evidence.” Combined with TX, or treatment, Quod:TX stands for evidence-based treatment.

A complete branding exercise from strategy to naming to visual identity.