All Power of Uronorm is in the Cranberry
Charsky studio developed the concept and design of the packaging for a new product of one of the leaders of the Russian pharmaceutical industry «OTCPharm». Uronorm is a complex natural medication used for the treatment of inflammatory diseases of the urinary system. The client’s marketing challenge was to gain a market share in the highly competitive segment of plant-based uroseptics.
After having deeply analyzed the market and the visual style of competitors’ packaging, we decided to create an extremely laconic and strict design of the mass-demand medication while focusing on the key ingredient of its composition — the cranberry extract. In addition, given the fact that the client launched to the market a new medication, it was required to achieve a high degree of recognition of the new product by pharmacy customers. With this aim in mind, it was decided to place the enlarged name of the new product at the package’s center and choose a two-color artwork: thus, the package communicated to the customer the problem ( «URO ...» — in black) and its solution ( «... NORM» in green).
A bright red berry shifted to the right and framed in little green leaves against the pure white background is the visual accent of the design, which is balanced by a schematic drawing of the bladder. The visual image reinforces the verbal information about the purpose and the composition of the medication, which facilitates the consumer’s better recognition and supports the product’s positioning.