Pentagram and Alright Studio rebrand men’s health platform Rugiet

The Brand Identity: Rugiet helps men take back their health, with clinically backed treatments for erectile dysfunction, hair loss, weight management and testosterone replacement therapy, all delivered through a digital experience that skips the waiting room. The brand had grown fast and reached a point where its visual language had not kept pace, so it brought in Pentagram to build a new identity and Alright Studio to translate that identity into the website, where most of its patients arrive.

The two pieces of work share one organising idea: verticality. The wordmark is a vertical, stacked arrangement of letters, while the monogram distils it further by merging the ‘R’ with an upward arrow. August Dine, Strategist on Matt Willey’s team at Pentagram, is candid about the double meaning sitting inside the vertical arrangements. “There’s obviously an unsubtle innuendo for an ED medication, but we also saw the vertical construction as a way to communicate that Rugiet is a company that provides a platform for growth,” he tells us.

The team arrived at the monogram quickly once the stacked wordmark was settled, treating the arrow as the most economical way to carry the central idea. “We had fun with the idea of progress as a core tenet of the brand, but it was important for us to develop a graphic signature that expressed growth without being too playful or tongue-in-cheek,” Dine explains. The vertical concept carries over into Rugiet Tall, a bespoke typeface developed with Commercial Type, drawn to echo the logo’s upright proportions. It is built for high-impact, top-level messaging, such as the short, punchy statements that run as headlines across street posters.

Dine frames the typographic decision as continuous with how the brand approaches its own products. “Rugiet is a singular, confident brand that prides itself on its clinical precision. It felt right to approach the design system with the same attention to detail that they give to their formulations,” he says, crediting Commercial Type with refining the final wordmark and developing the display font alongside it. Rugiet Orange came out of a mapping exercise, with Pentagram examining the palettes already in use across the industry before settling on an intense hue that breaks from the pastels the wellness category tends to use.

“We found a few possible territories for differentiation, but it wasn’t only about breaking away from trends in the category,” Dine notes. “We landed on orange because it has a sense of vitality and optimism. It feels athletic, premium and warm.” That appetite for a strong reaction came from the client. Andrew Fatato, VP of Brand & Creative at Rugiet, set Pentagram an unusual instruction. “We told them to scare us, that the only thing we’d consider a failure would be if we didn’t leave our meetings feeling something strong, even if it was disgust,” he tells us. For Fatato, the identity had to hold three things at once.

“We’re building a business that delivers performance medicine for men. We have to be clinically credible, premium, and undeniably tailored to the men we’re serving,” he explains. Alright Studio inherited an identity its team describes as almost monolithic in its sense of permanence, with vertical stacks and clipped headlines that work because you take in the whole composition at once. “Digital, however, is sequential, as users scroll and tab through space. So the tension was: how do you preserve that sense of authority without letting the type system become an obstacle to information?” The answer was to ration the bold typographic moments.

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The rebranding of a health platform by notable design studios like Pentagram and Alright Studio is significant for the industry, particularly in the context of men's health, while the approach taken is somewhat innovative but not entirely unprecedented.