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The Anagenix corporate identity was inspired by phyllotaxis which is an arrangement of crisscrossing spirals found in nature. The visual of this concept and everything Anagenix stands for has an interesting parallel of how they combine science with nature through innovation and discovery. The circles contained in the shape symbolise their brand values – the many partnerships, the scientific discipline, their expertise and trustworthiness. The colour palette was inspired by its NZ origins and nature. Looking at the world through this scientific lens of the phyllotaxis this identity has been designed to behave like a chameleon by taking on the form of the medium it is put on. It may applied with varying images from the NZ landscape and the natural products that may be in the pipeline. It may also be diecut to suggest the explorative nature of their business.