Secom
A harmonious, nature-inspired brand for health-conscious consumers
Secom spent its first decade building a market that barely existed in Romania. Among the first to bring the concept of integrative medicine to Romanian consumers in 2002, and introducing science-based phytotherapy from 2004, the company imported and curated international supplement brands and backed them with consultancy and education no ordinary distributor would offer. By 2013 the business had outgrown its own image. The market still read Secom as a distributor — a portfolio of other companies’ products — while in reality it had become a solutions company: selection, know-how, medical consultancy, education and a growing retail presence of its own. That gap was a board-level problem, not a cosmetic one. A distributor is an intermediary, judged on logistics and price and always at risk of being bypassed; the value Secom actually added was invisible at the shelf, and invisible value earns neither loyalty nor margin.
The 2013 engagement was framed accordingly: not a new look, but a new definition of the business. Brandient repositioned Secom as a facilitator of a healthy lifestyle, offering responsible access to integrative medicine — a definition broad enough to carry consultancy, education and retail, and specific enough to separate Secom from ordinary distribution. The whole company was to stand behind it: the assignment ran from visual identity to personnel behavior, under one unifying concept.
The identity made the argument visible. Three hummingbirds forming a perfect circle — nature, vitality, harmony — turned Secom’s defining behavior, the restless search for the best nature offers, into a symbol consumers could recognize. A custom retail-friendly typeface and retail-space design carried the new position into the company’s own stores — the channel where the promise is actually kept. The new brand launched publicly at the end of 2013.
Growth then changed the question. As the group expanded across distribution, its own retail network, e-commerce, consumer products and specialist medical services, the brand was being asked to carry several very different businesses at once. The strategic question was no longer how Secom should look but how a multi-business healthcare group should be organized so that each part has a clear job and a coherent relationship to the whole. Brandient’s brand-architecture work anchored the answer in what the brand had earned: genuine consumer trust, built on curation — equity worth protecting, not diluting. The master brand was defined as a healthcare-solutions group, an umbrella broad enough to accommodate development around the healthy lifestyle, and each business line was given a calibrated relationship to the parent: endorsed where it needed the parent’s credibility, set apart where it had to earn its own. Good Routine, the group’s first own supplement brand, launched in 2020 as a brand in its own right, built to accumulate autonomous equity. Verithera, the functional and integrative medicine clinic opened within Enayati Medical City, was established with its own identity, on the reasoning that medical credibility is earned on different terms than a commercial halo confers.
The final phase recognized that the harder alignment was cultural, not graphic: several business units keep one set of promises only if the people running them do. The engagement closed in 2021 with a refreshed corporate brand, a culture program and a renewed visual platform. The structure has held. Secom Healthcare Group today operates as four divisions — Secom, Secom Retail, Good Routine and Verithera — the architecture the work drew; it stands among the top players in the Romanian supplements market, Good Routine sells internationally, and in 2023 Secom was named a supplier to the Royal Family of Romania. A company once mistaken for a distributor is now read as what it had already become: a healthcare-solutions group.
Client:
Secom Healthcare Group
Industry:
Healthcare
Project type:
Rebranding — Brand Repositioning
Date:
2013–2021
Services:
Brand Audit, Brand Positioning, Logo and Visual Identity Program, Corporate ID Program, Digital Design, Brand Guidelines; Brand and Portfolio Architecture
Brand Name, Narratives and Voice
Other featured projects
News radar
Join the Brandient community! Stay in the loop with innovative branding insights, exclusive design content, and inspiring case studies.
Stay in touch with Aneta's latest opinions — articles, interviews, and podcasts — on entrepreneurship, marketing, branding pioneering, leadership, and culturally meaningful current events.
Brandient Radar is a select and non-intrusive, low-volume newsletter.
Follow our flight path — sign up for our Radar newsletter today!
get in touch
Client? contact us
5 Mendeleev Street, 3rd floor,
Bucharest 010361
Expert? Join Us
Are you brimming with talent and unshaken by challenges? Then, consider this your invitation to join our elite team, dive into complex problems, and have the opportunity to see your work make a mark far and wide.
Please submit your cover letter and relevant credentials:
Click to e-mail Brandient Careers.
friend? follow us
Copyright © Brandient 2002–2026. All Rights Reserved.