AntoPure — From Wineutral to Investor-Ready
A resilient start-up with an innovative product, but a proposal nobody outside the lab could understand. I built the brand from zero — research, creative direction, materials and collaterals — so investors and partners could finally feel what the science meant for an actual person.
- Deep market research
- Multiple strategic creative routes
- Brand + marketing collateral
Originally called Wineutral, this start-up is an innovative project revolutionising the aquaculture industry. The heavily technical nature of the product made it difficult to explain the profitability of the opportunity — potential investors kept getting lost in the formulation details.
We revised the proposal from scratch before touching a single visual. We reformulated the Unique Value Proposition, making it directed to the investor's interests and grounded in business language rather than chemistry.
We also found a clearer, more compelling way to explain the process behind the product — focusing on the value it brings to every stakeholder: the final consumer, partners along the supply chain, and the investor at the table.
Once we had crafted a compelling brand story, we moved on to the visuals: new name, new brand colours, new logo and additional graphic details. The result is a cohesive and professional brand built to stand out in a serious B2B industry — alongside marketing collaterals like the graphic design for the business plan and a one-pager for investors.
