Rayos (Horizon Pharma)
Horizon Pharma wanted to position Lodotra, their new compound that utilized delay release technology, away from generic drugs. Their name needed to convey the compound’s ability of matching the natural rhythms of the human body in order to deliver optimal timing of symptom relief for patients.
The brand name Rayos proved to strike the balance between appearing gentle yet effective. Further, the strong associations to rays of sunlight helped to communicate an image of a brighter and pain-free future for customers.