Creating a new brand platform, visual identity, and website for Axotan.

Our Challenge

For more than 30 years, ostomy care company Axotan has been an exclusive distributor of well-known stoma and wound care products within the Swedish market. With the mission to help more people feel safe and to live unhindered by their stoma, they needed a strong brand platform to reflect their mission – both visually and verbally.

Axotan reached out to W to support them develop a new brand platform, with a completely new visual identity, that would differentiate them from their competitors and be ready to meet their future needs.

The Solution

Starting with an insights phase, W organized a workshop for the Axotan team with exercises and discussions around current and future ambitions. The output from the workshop was then complemented by interviews with healthcare professionals, with questions about needs and challenges in their daily work. Based on the insights gathered, the foundation was set for starting the creative process and for the development of a new visual and verbal expression for Axotan.





Final Result

The new brand expression has become a highly appreciated framework for Axotan to work with. It enables the team to continue to position Axotan as a preferred partner of stoma and wound care products and ultimately to contribute to people with a stoma being able to live life to the fullest.


  • Internal workshop
  • Interviews with healthcare professionals
  • Brand story
  • Style guide document
  • Templates
  • New website
  • New visual identity, covering:
    • New logotype
    • Graphic element
    • Colors
    • Fonts
    • Icons and illustrations
    • Image style


The new visual identity has really captured the heart and soul of Axotan.
Pernille Slott
Customer Care


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