A Heart Under Phyto Shield: the Design of “Corvalol PHYTO” Packaging

Категория: 
Package
Клиент: 
OJSC "Pharmstandard-Leksredstva»

Brand: Corvalol
Project: Design of “Corvalol PHYTO” Packaging
Year: 2018

The project’s purpose
The company OJSC "Pharmstandard-Leksredstva» has launched a new medicine under the brand of "Corvalol" — a herbal medicine "Corvalol PHYTO", whose formula excludes phenobarbital. It was necessary to emphasize in the design of the new product packaging safety and vegetal ingredients of the medicine, while retaining the recognizable features of the well-known brand "Corvalol".

What has been done
We found the solution by adding a few accents to the usual package: a pictogram of the heart covered with a green leaf, boosts the medicine’s emotional appeal and hints at its attenuated vegetal composition. The seal stating "without phenobarbital" makes extra emphasis on its safety. Using a brighter green color allows the packaging to be more visible on the shelf.

These neat and well-thought out elements help emphasize the medicine’s category and makes it easier findable on the shelf, while retaining the familiar elements and logic of the current “Corvalol” package. The design is adaptable dependent on the medicine’s two forms – tablets and drops – for vertical and horizontal formats.

Results
The newly launched product has already reached then Russian apothecary market, and the first sales results reflect its commercial success.  Thanks to the competent packaging design, customers easily identify the product’s attributes: its place within the CORVALOL range, its vegetal composition, and its medium-price range.

Креативный директор: 
Evgeniy Charskiy
Арт-дирекшн: 
Dmitry Izotov
Дизайн: 
Anton Nazaryev
Технический дизайн: 
Rodion Dyomochkin
Менеджмент: 
Elizaveta Petrova