Phytoca Brand Identity

Phytoca is an Australian health brand for both patients and healthcare professionals. Legal restrictions in its category limit what can be said openly, so the brand had to challenge category conventions while staying within the law. After Hours' 2026 identity, the result of an 18-month evolution across strategy, verbal and visual identity, packaging, website and medical and educational materials, turns those regulatory limits into a point of view it calls Highly Legal.