Greenheads
Identity and packaging design for matcha teas
Moje destičky
"Moje Destičky" is, after the project "Můj rozceStník," the second concept built on the same foundation, this time intended for patients with hemophilia. It is a series of brochures that follows the podcast Tohle můžeš aneb jak hacknout hemofilii. Within the campaign Tohle můžeš, both the podcast and the brochures focus on improving the quality of life for people with hemophilia.
The project was created in cooperation with the patient organizations Český svaz hemofiliků and Hemojunior. The brochures are freely stored in a vegan leather cover with an elastic band that keeps everything together without binding. They focus on key topics of interest to hemophilia patients—how to create a safe and friendly environment for children with hemophilia at school, sports-related issues, the risks of obesity, and more. Thanks to their high-quality design, the brochures can serve patients for a long time—with the added possibility of inserting additional materials, whether further brochures or, for example, medical reports.
The title communicates the importance of blood platelets in blood clotting and connects it with the format of ‘plates/brochures’. The project also includes custom-designed planning boards by Papelote, a suitable format tailored specifically for this purpose.
The project won 3rd place in the largest Czech communication competition Zlatý středník 2025 in the category ‘Brochure, Yearbook, and Catalogue."
Moje Destičky builds on the concept of the project Můj rozcestník
The set of brochures extensively maps the issues of hemophilia
The project gathers information from interviews with experts.
The project closely builds on the work of the Roche team, which collaborated on preparing materials with the patient organizations Český svaz hemofiliků and Hemojunior. Visually, it draws from the campaign Tohle můžeš, which we realized for the client. Its aim is to inform that with proper treatment, patients with hemophilia can do things in everyday life that the illness would otherwise prevent them from doing—taking part in sports, trying new things, and living a normal life.
In terms of content, the brochures are based on the podcast series Tohle můžeš aneb jak hacknout hemofilii, which, through interviews with experts, covers key topics related to living with hemophilia. One of the goals of the project is to deliver the content of these conversations to potential audiences also in a textual form.
Since we had already created the campaign Tohle můžeš with Roche, which tackles this issue, and because our collaboration with papelote proved successful, there were fewer unknowns in shaping the final outcome than it might appear at first sight. Excellent work was carried out by Světla Novotná and Kamila Kučerová from papelote, who in the initial stage prepared several mockups of the brochures. The podcast transcripts were given a clear structure and contain useful references and other relevant information for each topic. The visual design follows the project Tohle můžeš. In the illustrations, we create abstract stories of people with hemophilia, playfully suggesting that with proper treatment it is possible to live without limitations, to be active in sports, and enjoy life.
Project leads: Mgr. Helena Zapletalová, Mgr. Oldřich Veselý, Veronika Bačová, Expert texts: Mgr. Jiří Salajka, Mgr. Marie Katzerová, prof. MUDr. Martin Matoulek, Ph.D., prof. MUDr. Petr Dulíček, Ph.D., Mgr. Barbora Váchová, Ing. Iva Merhautová, Brochure concept: Světla Novotná, Kamila Kučerová (papelote), Project title: Lucie Perlíková, Illustrations: Pavel Mrňous, Graphic design: Hong Anh Duong, Brochure photography: Jan Kolský, Creative concept: Rudolf Matějček
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