The brand mark is a fingerprint drawn as a continuous spiral, simultaneously the letter E, a symbol of genetic uniqueness, and continuity of care. It holds at every scale from favicon to signage.

Canela Deck anchors the wordmark and headlines, positioning Eugene closer to a trusted health ally than a pathology lab. Circular handles UI and body copy, its neutrality supporting Canela without competing with it.

The palette sits deliberately outside clinical convention, built to feel responsive and human across a wide range of contexts and audiences.

Organic ripples run across digital surfaces, print, and packaging, suggesting generations, layers of genetic insight, the accumulation of family health history.

The test kit is the moment the identity moves from screen to hands. The shoot was set up in a domestic environment using physical box prototypes sourced from the supplier, keeping every setup true to the brand's register: warm, grounded, in the comfort of home.

Darkroom built the photographs into layered Photoshop templates with editable colours, brand elements, and label designs. The team has used them since to roll out new colourways without returning to a studio.

A customised Shopify theme, built to carry the brand system into an ecommerce context.

The offering spans carrier screening, reproductive health testing, and personalised counselling, each serving a different audience with a different level of prior knowledge. The core UX challenge was making that legible without flattening it. The pricing and comparison architecture is where that complexity peaks. View live site