Design for the Ages
HealthSmart, a healthcare product company, designs, creates and distributes products to help people feel good, inside and out.
“The time (was) right to bring all of our excellent products under the HealthSmart umbrella with a renewed focus on our marketing and brand,” said Brad Mueller, EVP sales and marketing Briggs Healthcare. “We have seen the health-and-wellness product market grow, and there is great demand for stylish, well-designed products that meet customer needs. Many people don’t want to be seen with what they perceive as a medical product, so design and style are key,” he said (in Drugstore News, 4/7/14; article here).
To begin, the brand identity needed to be distinctive, insistent, and broadly meaningful, so that it could represent the brand meaning across a wide range of product categories and end-users, as well as working across an ever-broadening distribution channel.
Further, the packaging design system needed be both compelling to support sell-in efforts and motivating to consumers to support sell-through.
Color is the Opportunity
Color can be a brand’s strongest symbol and meaningful differentiation is critical to a brand. A brand needs to clearly standout in a busy crowd and communicate quickly. By conducting an in-depth market audit of 12 different categories, we identified an ownable color.
With a solid brand definition, story and color opportunity we were able to create viable and engaging packaging design system.
HealthSmart Identity Finalization
After testing the design system with consumers we made additional adjustments and finalized a full packaging design system, from main panel graphics down to the smallest icons. Then, we documented all of the rules in a Brand Style Guide so that the client could extend the system to the thousands of products they offer.
The updated brand and package design is living well.