Sanatogen refreshes brand with Holmes & Marchant
Buckinghamshire-based design agency Holmes & Marchant has developed a new look for Sanatogen’s core vitamin range.
A refreshed design runs across the A-Z Complete (formerly Gold A-Z), the Mother-to-be (formerly Pro-Natal) and the Vital 50+ range. The new packs retain the ‘Sanatogen circle’, but bring it up to date with a more detailed graphic on the Vitality 50+ and A-Z Complete ranges and a more vibrant and energetic colour palette.
The A-Z Complete range is now predominantly silver rather than gold, reflecting the name change and giving the pack a cleaner, calmer and younger feel. The circle graphic was retained and modernised, and no longer contains images of people, but instead explains the benefits of the product – including ‘vitality’, ‘immune system’ and ‘antioxidant’.
Sanatogen’s Vitality 50+ range has been redesigned in a similar fashion, but now has a green rather than a silver background to create stand-out on shelf, and as with the A-Z range, no longer features images of people but uses the circle to communicate product benefits.
The Mother-to-be range of products (including Mother-and-father-to-be double packs and New Mother ranges) were renamed (they were formerly ‘Prenatal’ and ‘Pronatal’) to make them easier to understand and more reassuring and immediately relevant. Imagery on packs now focuses on gentle imagery of motherhood, with a soft, colour palette (reminiscent of ‘nursery’ colours) and new, ‘nurturing’ photography.
Jon Davies, managing director at Holmes & Marchant, added: “Consumers love Sanatogen as it’s a brand with a great history and well-recognised product benefits. However, its former packaging was less convincing – it needed to reflect the brand accurately, and to present itself as the expert in vitamins in the way that, say, a trusted nutritionalist might. The brand is understanding, caring, calm and clear in the way it talks to you, and the design needed to match this meaning.
“Our design work is quieter than the previous versions, but on a shelf full of noisy packs it stands out through its calmness and clarity. Sanatogen is about balance in well-being and health, and about simplicity and trust, and we feel we got the balance right. It is a pleasure to work on such a great historic brand as Sanatogen.”