Børn Donor Bank
Name, brand promise
and brand identity

Assignment

The Danish sperm bank SellmerDiers was acquired by healthcare group Medicover. The company turned to Fusion for a new name, logo, brand promise and visual identity.

Solution

To define the brand, and what it stands for, we first performed a Brand Essence exercise together with SellmerDiers. The outcome provided invaluable insights into the brand and its audiences, offering a clear direction for developing brand identity.

The next step was to create a name – one that not only expressed the brand’s heritage, but also communicated hope for anyone longing for a family. The solution: Børn, which means children in Danish, but will be read and interpreted as ’Born’ in non-Scandinavian markets. The Ø provides a distinctive graphic detail and a strong anchor for the brand.

The findings of the Brand Essence exercise revealed that the brand was clearly perceived as being friendlier, more honest and inclusive towards lesbians and single women than traditional sperm banks. The new brand promise, “Welcome to your new family,” was chosen to express an open and friendly attitude, while also promising the outcome their customers wish for – a new family.