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Business Situation

A specialty pharmaceutical company needed a packaging and brand identity developed for its new hormone replacement therapy for men. The identity needed to be bold and packaged in a way to appeal to the 35+ year old male demographic

Strategy

After examining clinical data on the product and researching the patient demographics, a design strategy for the brand mark and packaging was formulated incorporating the lifestyle preferences of the patient to ensure maximum patient compliance.

Results

Bold typography and a tall green bar forming the brand mark were printed on a brushed metal cannister. The package could easily blend into a medicine cabinet or be tossed into a gym bag, seeming more like a body spray than a hormone replacement therapy — providing the discretion desired by the patients.