Consumers were at the heart of the packaging redesign for the Feosol brand of iron supplements. But the assignment went far beyond creating consumer demand. A large focus of the effort was to create an easy to understand portfolio and help women quickly and correctly identify the iron form and benefit right for them.
The challenge: “Feosol had become watered down and confusing to shop over the years,” says Katie Gangell, brand manager, Meda Consumer Healthcare. “When we acquired the brand last year, our first priority was to take a big step forward with the packaging and help make Feosol relevant and consumer-friendly again.”
The solution: Little Big Brands worked with Meda Consumer Healthcare to refresh Feosol’s look.
“Feosol is the only brand with a range of products to address women’s varied iron needs, however, the previous packaging was outdated,” says John Nunziato, creative director, Little Big Brands. “The redesign focused on distilling down the communication and establishing a strong hierarchy, as well as creating an overall look and feel that spoke to modern women and helped the brand standout in a sea of supplements.”
“The new Feosol look is breakthrough in the category. It’s feminine without being cliché, and straightforward in a category that is notoriously hard to shop,” he continues.
The brand was stripped down to the bare essentials. A proud yet delicate new Feosol logo is prominently embossed on pack, along with the product name and function. All other communication was either eliminated or moved to a side or back panel.
“The greatest challenge was really finding the balance of femininity and efficacy,” states Nunziato. “The simplicity of the pack, along with the use of white space helps solidify the clinical nature of the product, as well as showing the product form, which wasn’t mandatory but is an important takeaway for the consumer. The feminine colors and watercolor effect help establish that the brand is focused on the female consumer.”