A pack system that survives a category with no shelf
01 — Discover
Ninety-one per cent of first views of the pack were at 400 pixels wide, in a marketplace grid, next to eleven competitors. The pack had been designed at A3.
02 — Define
The one sentence it turned on
Design it at thumbnail size, then scale up.
The one sentence it turned on03 — Design
One high-contrast structural device that survives at 120px, and a typographic hierarchy that only fully resolves in the hand. The pack rewards both distances rather than compromising between them.
Ingredient and claim copy was rewritten to fit the marketplace field limits, so the listing and the carton say the same thing.
04 — Deliver
Identity, packaging system across nine SKUs, marketplace listing assets, and a paid social programme.
Three minutes, one take, no voiceover
A pharmaceutical brand that reads like medicine, not marketing
Making an unglamorous category look competent