Study on the stronger influence of well-known product brands on the leading pharmaceutical brand.
In the very heterogeneous and restrictive world of over-the-counter and prescription-only pharmaceuticals packaging, the issue of manufacturer branding has previously received little attention. To strengthen an existing brand architecture we came up with a number of suggestions for a packaging design system that would convey the values of this manufacturer of leading care and treatment products as innovative, responsible and effective:
A) Novartis as successor of a lengthy, globally renowned design tradition (Ciba-Geigy)
B) Novartis as a committed global citizen, as well as a lover of the arts and architecture
C) Expanding and subsequently implementing the corporate design system to boost brand recognition
D) Designed to be outwardly business-like, but inwardly self-confident and emotional
E) Emphasis on the legal design requirements as a means of differentiation