Freezpen 16g & 35g. From concept to product
Project created and developed as an employee, in collaboration with and on behalf of H&O Equipments.
Challenging the category
Freezpen is a cryosurgery medical device designed to treat benign skin lesions.
The challenge was bigger than creating a new product. It was about creating a new position in the category.
Freezpen needed to stand out as a true challenger not as another version of an existing cryosurgery device. The ambition was to build a distinctive brand with its own personality, codes and experience.
A new language for cryosurgery
We developed a pure, white and minimalist visual universe, moving away from the traditional codes of medical devices.
Every detail was designed to make Freezpen feel precise, contemporary and easy to use — from the product itself to the packaging and every brand touchpoint.
From unboxing to first use
The packaging was rethought as part of the product experience.
The unboxing experience introduces the device progressively, while a digital first-use video guides healthcare professionals through the complete protocol in just seven minutes. https://www.eifu-clinic6.com/freezpen-16g-eu
The objective was simple: make the first interaction with Freezpen as clear, intuitive and reassuring as possible.
One brand, one experience
The same design language was then extended across the entire ecosystem.
From the website to 3D videos for events and congresses, from printed materials to digital tools, every touchpoint was designed as part of the same brand experience.
Below: previous generation of freezpen
