Prokoptôn launches new visual identity to power global growth

Prokoptôn, a business consulting and services brand that develops products for nutraceutical and healthcare companies, announces a new visual identity designed by independent brand elevation agency, Free The Birds.

As the business moves to expand beyond its strong European presence and achieve growth within the United States and beyond, Prokoptôn sought a brand that communicated the distinct differences between it and its competitors. One which captures the originality of its pioneering spirit and unconventional approach to product development. With no clear public-facing image, no website, and no LinkedIn presence, this transformation was vital to secure the business’s status as a frontrunner in the field.

Free The Birds, therefore, crafted an identity which speaks to being daring, to disrupting. For brands starting out or seeking a new route, stepping into this often-uncharted territory can be a daunting and difficult journey. Prokoptôn’s experience and passion for the space provide clients not only with the security they need to enter the process, but also the confidence and bravery they need to produce a final result which moves the market leadership dial.

Free The Birds’ creative is anchored by a distinctive helmet symbol, a metaphor for bravery and stepping into the unknown.

The creative mirrors the founder’s ambition for the business. The metallic helmet features audaciously against a powerful yet simple red landscape, allowing this new symbol to become the champion of the space.

The team developed other iconography that helps express Prokoptôn’s unique vision; examples include a TNT detonator to represent explosive innovation and a compass to reflect clarity and direction. The goal was to make each part of the business’s operation visually engaging and highly memorable.

Free The Birds created a full suite of assets: a logo, tone of voice, website, presentation templates, and a new LinkedIn presence. Everything is designed to lay the foundation for the business to scale; it’s professional, confident, and ready for growth. A key addition to this bank of assets and platforms was building a distinctive tone of voice. One of the key creative devices is a “Want +” structure; “Want Reach?”, “Want Opportunity?”, “Want Innovation?”—all designed to help cut through the typical industry speak with clarity and energy.

Prokoptôn’s mindset throughout this design process speaks to its fearless nature. In collaboration with Free The Birds, it embraced impactful branding that stands out.

Yazan El Safadi, CEO of Prokoptôn, shares, “We’ve always built our business on deep progression and deeper relationships, but we knew it was time for our brand to match the ambition and boldness of our work. This new identity doesn’t just represent who we are, it reflects how we think: differently, daringly, and with a commitment to pushing boundaries in a space that too often plays it safe. We’re incredibly grateful to Free The Birds for capturing that spirit so precisely. We’re already seeing how powerfully it resonates, opening doors and starting conversations we simply couldn’t have had before.”

Paul Domenet, partner and creative strategy director at Free The Birds, adds, "From the outset, it was clear Prokoptôn wasn’t just another R&D consultancy. Their energy, their approach, it demanded a brand that would challenge the norms and visually lead the way. This design language is built to stand apart, to shake up the category, to spark curiosity, and ultimately help power their next phase of growth with bold confidence."