i-Health, a division of DSM Nutritional Products, asked us to reimagine the shelf presence of Estroven, the number one selling brand of OTC products for the relief of menopausal symptoms. In support of a newly defined brand equity, that was both feminine and efficacious, the new identity was created to clearly communicate both the functional and emotional benefit characteristics.
The new package design system has been launched, with enthusiastic retailer response, in the mass, drug, and natural channels.
We were asked by i-Health to create a new brand identity for AZO, one of the most widely used OTC medications for urinary tract health. With new competition arriving in the category, the package needed to be more compelling and feminine, while being more descriptive of the product benefits of each SKU.
While maintaining some of the characteristic simplicity, color coding, and brand equity, we developed a new approach to the range that is more indicative of a woman's personal care product. With a more soothing message and less visual clutter, this new design speaks more clearly and appropriately to its female audience.