Despite Spring being the most exciting time of the year, my hay-fever symptoms can turn the entire season into one I’d like to skip. Although the medicine works fine after an hour, it always feels like I’m swallowing more too often. And remembering to take it before my symptoms hit me is even more of a burden. Which is why it makes sense to package an allergy gum. Building on the previous project, I’ve taken the antihistamine “Loratadine” and branded it to appeal to consumers with allergies like me. This target audience being anywhere from 15 to 50 years of age but more specifically to the age range of 15-30. This group of people (both male and female) are most likely to try a new product advertised as both gum and antihistamine. Typically the older the consumer is, the more content they are with the medications they take. -- and this consumer is not of interest for the success of this product. On the other hand however, this product is not to be used by young children and those without allergies so it’s important that the design finds a middle ground between sophistication and fun.
Beginning with the structure itself - I focused heavily on created a form that was transparent in nature. This see-through appearance acts as a metaphor to suggest clarity & relief post consumption. Also, the transparency gave me the opportunity to treat the wrappers of each individual piece of gum in a way that was fun and appropriate. As far as the printed design is concerned, I began by reflecting on my recent poster. Using imagery from there I built up the layers on the package - literally. In order to maintain the transparency I had searched for I chose to keep the front display of the brand small. Behind it, I placed a pattern created from the chemical structure of Loratadine which suggested not only the shape of a bubble but also an army of bubbles ready to attack your foreign antigens. The back of the package however had to be treated radically different. Due to the large amount of information needed, I was required to capitalize on the small amount of space that the chosen shape offered. Because the antihistamine was both a drug and a food, both the nutrition facts and the drug facts had to be included along with the all the other essentials for retail: Bar code, ingredient information, copyright, and freshness. In light of this, I chose to create a fold-away back. This feature offers the consumer a delightful and welcoming view of the product from the outside while providing a comprehensive overview of the ingredients on the inside.
Using the typefaces Bell Centennial and Univers Condensed it became easy to fit a lot of content into a limited amount of space. The decision to incorporate an already well known brand of antihistamine (Claritin) was a decision based on project’s evolution. Originally designing around the chewing gum brand Wrigleys, it was soon realized that the company is mostly likely unable to distribute pharmaceutical products which made my decision to associate the design with the well known Loratadine containing remedy Claritin. Therefore in treatment of the title, I wanted to pick a style that worked in correlation with the pre-established Claritin logo - the final typeface chosen is called Raleway which has a similar rounded flair. Finally, the color palette (pantone coated 2935, pantone coated 129 and pantone coated 280) was chosen based on the idea of the outdoor sun and the clear sky - as a brother to the existing Claritin style.
Beginning with the structure itself - I focused heavily on created a form that was transparent in nature. This see-through appearance acts as a metaphor to suggest clarity & relief post consumption. Also, the transparency gave me the opportunity to treat the wrappers of each individual piece of gum in a way that was fun and appropriate. As far as the printed design is concerned, I began by reflecting on my recent poster. Using imagery from there I built up the layers on the package - literally. In order to maintain the transparency I had searched for I chose to keep the front display of the brand small. Behind it, I placed a pattern created from the chemical structure of Loratadine which suggested not only the shape of a bubble but also an army of bubbles ready to attack your foreign antigens. The back of the package however had to be treated radically different. Due to the large amount of information needed, I was required to capitalize on the small amount of space that the chosen shape offered. Because the antihistamine was both a drug and a food, both the nutrition facts and the drug facts had to be included along with the all the other essentials for retail: Bar code, ingredient information, copyright, and freshness. In light of this, I chose to create a fold-away back. This feature offers the consumer a delightful and welcoming view of the product from the outside while providing a comprehensive overview of the ingredients on the inside.
Using the typefaces Bell Centennial and Univers Condensed it became easy to fit a lot of content into a limited amount of space. The decision to incorporate an already well known brand of antihistamine (Claritin) was a decision based on project’s evolution. Originally designing around the chewing gum brand Wrigleys, it was soon realized that the company is mostly likely unable to distribute pharmaceutical products which made my decision to associate the design with the well known Loratadine containing remedy Claritin. Therefore in treatment of the title, I wanted to pick a style that worked in correlation with the pre-established Claritin logo - the final typeface chosen is called Raleway which has a similar rounded flair. Finally, the color palette (pantone coated 2935, pantone coated 129 and pantone coated 280) was chosen based on the idea of the outdoor sun and the clear sky - as a brother to the existing Claritin style.
