Design consultancy: The Engine Room
Advertiser: Paxman Coolers

This award entry submission relates to a brand development project for Paxman Coolers Ltd. Founded in 1999, Paxman Coolers Ltd (Paxman) design and manufacture the Paxman Scalp Cooling System - a hair loss prevention system for cancer patients undergoing chemotherapy.

Hair loss is consistently ranked as one of the most feared and common side effects of chemotherapy treatment and often people will refuse it because they do not want to lose their hair. The damage that chemotherapy causes to the hair follicle can be alleviated by using scalp cooling treatment, also known as the 'cold cap'. It works by reducing the temperature of the scalp by a few degrees immediately before, during and after the administration of chemotherapy.

When Paxman approached us, they felt their brand needed an overhaul in order to present the business more effectively and deliver an impactful and 'stand-out' image. Their aim was to enter the US market and overtake their key competitor Dignitana, who at the time were dominating the US market. This was ambitious for Paxman. Trading in the US market in this sector relies on clinical clearance from the FDA (US Food and Drugs Administration). Dignitana had already achieved this. Paxman were still going through the clearance process and were trailing by two years. If Paxman were to catch up and overtake, they needed to reposition the business and present a world-class brand in this marketplace with three very clear objectives: