CTCBIO, a South Korean research-driven pharmaceutical and animal health company, was preparing to expand its footprint in India. Known primarily through its products, especially CTCZyme, the company’s corporate identity had stagnated. Recognition existed, but recall was fading—leaving the brand at risk of being overshadowed by competitors with stronger, more visible identities.

The challenge was to build equity for CTCBIO itself—not just its products—and to reposition the organisation as a progressive, innovative, and credible corporate brand in India.

The Friction

CTC’s identity was trapped in its past. Despite evolution into a diversified, global player, the brand was still perceived narrowly as an R&D-focused pharma outfit. Products like CTCZyme were recognised, but lacked distinctiveness, and the organisation risked sliding into irrelevance in a competitive market.

The packaging and identity system were not telling the full story of innovation, culture, and impact the company had built. This made it difficult to inspire trust among new stakeholders and customers.

The Thinking

We began with a comprehensive brand audit and workshop, mapping the macro environment, market needs, competition, and internal culture. From this, we identified CTCBIO’s differentiators: entrepreneurial spirit, focus, collaboration, and South Korean roots, all driven by innovation, intensity, and public mission.

The new brand narrative positioned CTCBIO as a company united by a single ethos: Change, Try, Challenge. This became both a rallying call and a cultural anchor.

The corporate identity was reimagined through:

• Visual Identity: a playful yet distinctive system using new logo, typography, shapes, and colour systems.

• Verbal Identity: messaging crafted for multiple stakeholders—protein producers, industry partners, and government.

• Architecture: an endorser brand model where each product carried its own unique identity while aligning under CTCBIO’s corporate standard.

The Transformation

Alongside the corporate identity, we created the Manasave product identity and packaging. Each product was given a distinct promise, personality, and look—ensuring relevance across human and animal health while unifying them under a single standard of innovation and quality.

This separation reduced risk of collateral damage, protected trademarks, and allowed CTCBIO to present itself as both diverse and coherent.

The Outcome

CTCBIO India emerged with a renewed corporate identity that better reflected its innovation and impact, while distinct product branding gave clarity to its portfolio. From packaging to stakeholder communication, the brand system now projected dynamism, credibility, and cultural relevance.

The shift helped CTCBIO move from being just another pharma manufacturer to a trusted corporate entity with the agility to scale in India’s complex market.