Pharmaceutical packaging
Brief
Design a Pharmaprix Life Brand vitamin packaging, appealing to a wide adult audience and highlighting the uncompromising quality. It should maintain a level of simplicity native to the brand, but offer the next level of elegance visually.
Process
The inspiration for this project came from a book and a notion of a “little black dress”. The working title of this project became “A Little Book of Health”.
If it was a book and not a box for pills, what kind of book would it be?
An expensive coffee-table book with precise foil print on the cover and precious, even magical content. It wouldn’t have had any realistic or cartoon style images of lemons and oranges for vitamin C. It would have had an elegant black and white appearance with carefully considered typography and a flash of foil print luxury. Illustration is not always necessary. Adults are used to extracting information from text. Besides, a large well positioned and styled letterform has a lot of beauty.
Inside there is a surprise. A pattern of interwoven letterforms reinforcing the identification of the product as well as serving as a decoration.
From the structural point of view this packaging is a mini ring binder with blister packs functioning as pages. It offers multiple opportunities for further development, such as a multivitamin pack, which might be built by the manufacturer or by the consumer.
The difficult part ofthe project was avoiding interpreting the book concept too literally andproducing a gimmick. However, I managed to avoid the pitfalls of kitsch and utilizethe book reference to add sophistication and elegance to the project. The designdistinguishes the product from the competitors on the shelf and will add an aestheticallysatisfying moment to consumer’s daily routine.
