Verbal Brand Identity

The Situation

Sun Pharma provides high-quality, affordable medicines trusted by healthcare professionals and patients in over 150 countries of the world and has developed the first and only approved cyclosporine ophthalmic solution (CsA) product that incorporates a nanomicellar technology. The novel new compound is faster acting and more comfortable when administered, providing an effective alternative to the current medications.

Brandsymbol was tasked with the development of a world-class proprietary Brand name that propels this incredibly unique, first-of-its-kind product towards the success worthy of its innovative stature.

The Solution

CEQUA speaks directly to patients, letting them know that they can expect the healing and restorative powers of water for their dry eyes. The word part “CE-” denotes the products area of treatment (the eyes) while also conjuring the calming image of the ocean. Paired with the second word part “-QUA,” this curative property is bolstered by the interconnecting sound of “aqua” and is understood to be a treatment of the highest “quality” and is sure to “quell” their uncomfortable dry eye symptoms.

The Success

Abhay Gandhi, CEO, North America, Sun Pharma has said, “The U.S. FDA approval of CEQUA represents a long-awaited dry eye treatment option and is an important milestone in the development of Sun’s Ophthalmics business.” And while Jodi Luchs, MD, and the principal investigator behind the CEQUA confirmatory Phase 3 trial, has noted: “Dry eye is a complex disease that lacks a ‘one-size-fits-all’ approach,” the proprietary Brand name CEQUA certainly positions Sun Pharma as the leader in treatment for it.