HOW | Case studies
Rafa is a substantial player in the Israeli pharmaceutical market producing and distributing well known household brands with whom we have been working for many years.
With a thriving medical cannabis market booming, we were asked to come up with a concept for Rafa’s line of medical cannabis oils, the first of its kind in the country. The new brand needed to be a clear brake from recreational cannabis and be a full on medical product.
Having understood the strategic need to give the brand a medical look and feel, we searched for a name with the association of a medication, and came up with an ingenious name, AXIBAN (anagram for cannabis). The result was a great success since the name resonates very well in both Hebrew and English. Rafa has since registered AXIBAN as a trademark and we continue to develop various categories and packaging for the brand.