Rugiet is a fast-growing leader in men’s health, offering personalized, clinically-backed treatments for erectile dysfunction, hair loss, weight management and testosterone replacement therapy.

Pentagram partnered with Rugiet to develop a brand strategy and visual identity that sharpens the brand’s point of view and sets it apart within the category. The work brings a greater sense of focus and control to the brand, balancing clinical credibility with a direct, assertive voice.

The new logo is clean and unambiguous: a vertical, stacked arrangement of letters with a resolute sense of control. A monogram distills this further, merging the “R” with an upward arrow as a straightforward signal of progress.

This logic extends into a bespoke typeface, Rugiet Tall, developed in collaboration with Commercial Type. Designed to echo the logo’s vertical proportions, the typeface is optimized for upright compositions and vertical headlines. It’s designed for high-impact, top-level messaging—short, punchy statements like “Rise Up.”

This energy is expressed through the brand color, Rugiet Orange, a vivid, intense hue that breaks from the pastel palette typical of the wellness category. The visual language extends across the entire brand, from the logo embossed on Rugiet treatments to the packaging, promotional campaigns, and a new website designed in collaboration with Alright Studio.