Supplement packaging irons out brand challenges

When Meda Consumer Healthcare acquired Feosol last year, managers took a look at the iron supplements line's packaging and believed the brand was in need of a boost.

"Feosol had become watered down and confusing to shop over the years," says Katie Gangell, brand manager. "Our first priority was to take a big step forward with the packaging and help make Feosol relevant and consumer-friendly again."

To that end, the company turned to brand consulting agency Little Big Brands (www.littlebigbrands.com) to freshen the products. Among the goals was creating a new look for the cartons that would help women quickly and correctly identify the iron product that best fits their particular needs. To improve communication, a visible yet delicate new logo is embossed on pack, as are the product name and function.

All other communication was either moved the side or back panels, or cut completely. Color coding is still used, but it now is secondary to a largely white canvas that lends a freshness and modernity to the line of supplements. The carton is offset printed by MeadWestvaco (www.mwv.com) on SBS board. The new packaging was rolled out at drugstore and supermarket chains nationwide this summer.
.