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Applying the new trade dress to the packaging of a newly acquired pharma portfolio.
Graphic design, Packaging design + Colour advice · Karo Pharma AB · Concept by DOO AB · 2022
Context + Objective
After Karo Pharma acquired a new portfolio of prescription drugs, the nexts step was to rebrand, modernize, and harmonize the product line to align with Karo Pharma's visual identity, set by the Danish Studio C: clean design and approachable look using rounded coloured shapes and friendly typeface. The goal was to applying these key elements to the packaging, while also ensuring consistency across the entire portfolio.
Process + Role
My role in this project involved adapting the portfolio to fit the updated brand identity while considering several other details, such as local regulations (in collaboration with the regulatory department) and optimizing patients' and pharmacists' user experience. Key considerations included good readability, the previous trade dress for familiarity, and highlighting the functional purpose of each drug. By curating a thoughtful use of colours and shapes, I created a simplistic and well-defined packaging design that is not too formal compared to traditional packaging design. The white background paired with black text helps with the medicinal impression, while the colourful, rounded shapes make for a more approachable and playful packaging design by the way they wrap around different panels and interact with other elements. These chosen colours not only improve brand recognition, but also clearly indicate the dosage strengths, which makes the design practical as well. Where some brand colours remained the same for recognition among the users, others got improved by choosing a better suiting colour - like changing out a bright red with a more soothing light blue when treating hemorrhoids ;).
Result
The rebranding was successfully applied to both the primary and secondary packaging, resulting in a contemporary and cohesive portfolio. It reflects Karo Pharma's commitment to a friendly yet professional image, offering a fresh take on traditional pharmaceutical packaging that remains both functional and user-friendly.
Project "Karo Pharma" is selected among "The Best Medical & Pharmacy Packaging Designs" by DesignRush, a platform for promoting the best designs.
© 2017-2024 Sabina Džananović Design, Stockholm, Sweden
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