Health/Beauty/Pharma / Paperboard

Ironing Out The Kinks

September 1, 2012
/ Print / Reprints /
/ Text Size+

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is the only brand with a range of products to address women’s varied iron needs, however, the previous packaging was outdated,” says John Nunziato, creative director, Little Big Brands.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.”

Color-coding is a nod to previous packaging, but it’s secondary to the white canvas that lends a freshness and modernity to the line.

“The inspiration really came from outside the category,” says Nunziato. “The work took more of a beauty or cosmetic approach, rather than OTC cues. And by doing that, we were able to create a brand that is first and foremost about making it easy for the consumer.”

Each SKU has the pill form embossed and anchoring the design at the bottom of the pack, and the Feosol logo and product type sit on the box’s top panel.
“We created a billboard on top of pack with a pop of color and highlighting the key communication takeaways,” says Nunziato.

The identification feature helps address bottom shelf realities, in case the consumer’s preferred product is housed on a lower shelf.

“This is a category and product where it’s vitally important for the consumer to understand what they are buying and why. We were able to increase shopability as well as help this brand stand out in a crowded category that is often shouting.”

Besides keeping consumers from getting headaches, a quiet design has other benefits.

“By simplifying the design, we were able to keep printing costs down and utilize some high impact production techniques,” says Nunziato. “Specifically, we were able to emboss the logo and product form, as well as use a mix of spot and gloss varnishes to add depth, dimension and interest on shelf.”

The new packaging is rolling out nationwide this summer and is offered in all major drugstore and supermarket chains, as well as local and regional retailers.

Feosol is available in three forms: Original Ferrous Sulfate iron for high potency; Natural Release Carbonyl iron for gradual and gentle iron absorption; and

Complete Bifera hip and pic iron, which is a dual iron formula with minimal side effects.

“You really have to applaud the Feosol brand team,” says Nunziato. “They were fearless in their approach to this redesign. They put a stake in the ground and didn’t waver. It’s easy to say you want a brand revolution, and another thing to walk away from almost everything on your current pack. I think this is a great example of a fearless client doing the right thing for their brand.”

Package Design
Little Big Brands,

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

Recent Articles by Laura Zielinski

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

design gallery 2014

December 2014

The December 2014 issue is our annual Design Gallery. View the gallery here or you can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus