Johnson & Johnson is relaunching the Imodium range this week, with revamped livery by Appetite.
The new look Imodium Plus is going on shelf this week and the main brand will be rolled out next month. The official launch date for the new look is 16 July, to coincide with relaunch advertising. The new look packaging is part of a £2m investment in the brand, says Imodium product manager Jacqui Croke.
“The idea is to unify the [brand] family, make it more visible with stronger branding and ultimately increase sales,” says Croke.
Appetite head of brands Jason Butler says, “The objective was to create a design that maintained the efficacy of the brand, but made it more accessible and softened it. [The new look] is a more emotive expression of the brand.”
A brand icon of interlocking crescents was developed to “show a balance and bring together the two elements of performance and [working in] harmony [with the body]”, he adds.
Appetite does “practically all” Johnson & Johnson’s packaging work, according to Croke.