SSL bring new medicine branding and packaging to The Market
Manchester design agency The Market has created a brand identity and packaging for a range of children’s medicines from SSL International plc.
The new ‘Medi’ umbrella branding will be applied across SSL International’s range of children’s medicinal products for treating pain and fever, including its well-known Medised for Children’s Pain and Fever Relief.
Sue Benson, managing director at The Market, said: “This is an incredibly competitive sector both in front and behind the pharmacist counter, so it was crucial that we created clear brand and product differentiation. Our starting point is always, to go shopping! We watched mums shopping the category and then created packaging that responded to the environment.
“In this case we imagined shopping with a screaming, snotty two-year-old child – the usual three seconds decision making at point of purchase is somewhat reduced! The result is the creation of the ‘Medi’ brand that runs throughout the product range with packaging that allows both visual and verbal communication to work together harmoniously, giving busy mums quick brand recognition and product information.”
The creative development included harnessing the principles of the existing Medised packaging, by simplifying some elements and exaggerating others. The Medi name was developed for use throughout the product range with the hero brand created in the established magenta and a palette of vibrant colours will distinguish between products. Images of children were selected that reflected the medicine’s ability to either sooth or energise.
Claire Evans, brand manager at SSL International adds: “We were looking to capitalise on our popular Medised brand by bringing all of our pain and fever medicines for children under one umbrella. The Market’s approach was spot-on and we are delighted with the revised Medised packaging as well as the new Medi brand.”
The new branding will be used throughout all marketing and advertising formats. Packaging has been developed within PAGB and MHRA guidelines for Medised, Medinol under 6 and Medinol over 6. The new-look products are expected to all be in store by April 2009.
The Market has been established since 2006 and has Moben, Sharps and Dolphin, Britax Romer and leading bakery GH Sheldon’s, among its clients.