BrandSymbol partnered with Takeda and Protagonist Therapeutics on the global brand naming and testing of rusfertide, a first-in-class therapy for polycythemia vera.

The challenge was to create a proprietary name that could establish a distinctive identity for a novel medicine while supporting the scientific story behind its mechanism. Through BrandSymbol’s naming and testing process, MIMRYLO™ emerged as the selected brand. The name connects to the therapy’s mimetic mechanism and carries associations with reliability, creating a memorable identity grounded in the product’s science and brand positioning.

On August 28, 2026, the FDA approved MIMRYLO™ (rusfertide) for the treatment of erythrocytosis in adults with polycythemia vera. The approval made MIMRYLO the first FDA-approved hepcidin mimetic for PV and marked an important milestone for Takeda and the teams involved in bringing the medicine to market.

When it comes to creating names that solve real challenges, BrandSymbol delivers.