Scholl steps up the pace with toiletries

Global footcare leader Scholl is beginning to launch new packaging for its 300-plus products created by Design Bridge.

The fruits of the first stage of the task is the toiletries range. By the middle of the year the consultancy will have created branding systems and packaging for the entire product range.

Appointed last year after an international competitive pitch, Design Bridge has concentrated on creating clear communication of each product’s benefit, says director Phil Lawder.

“The Scholl range has become so extensive that the need arose for the different ranges to explain themselves more clearly. Another problem was that there was a wide variety of identity systems in use across the different countries,” he comments.

The blue Scholl lozenge identity provides the common anchor for the ranges, alongside use of yellow on each pack. Colour-coded benefits tie products within each range.