Manchester-based consultancy The Market has created new branding and packaging for a range of children’s medicine.
The consultancy was appointed following a three-way pitch held about 18 months ago, according to a spokeswoman.
The Market has designed the ‘Medi’ umbella branding, which will be applied across SSL International’s range of children’s medicine products, including Medised Children’s Pain and Fever Relief.
The new branding and packaging harnesses some principles of the existing Medised packaging.
Established magenta is used for the logo and a palette of vibrant colours is used to distinguish between products, while images of children reflect the medicine’s ability to either soothe or energise.
Sue Benson, managing director at The Market, says, ‘This is an incredibly competitive sector both in front and behind the pharmacist counter, so it was crucial that we created clear brand and product differentiation.
‘We watched mums shopping the category and then created packaging that responded to the environment.’
Claire Evans, brand manager at SSL International, says, ‘We were looking to capitalise on our popular Medised brand by bringing all of our pain and fever medicines for children under one umbrella.
‘The Market’s approach was spot on and we are delighted with the revised Medised packaging as well as the new Medi brand.’
The new-look products are expected to be in stores by April.