Tebonin® for Dr. Willmar Schwabe

Task:

Brand and packaging relaunch of Tebonin®, market leader by gingko medicine.

Strategic concept:

khdesign won the commission in a pitch against several advertising agencies. Our design convinced with its right mix of continuity and renovation of the brand identity. To retain the acceptance for the product while at the same time to modernize the brand needed a lot of sensibility. Thus we analyzed and assessed each detail, which we modernized if necessary without changing the established brand and packaging identity as a whole. Only small, but effective changes were necessary, such as optimizing the logo, new color gradients for the background or newly introduced pictograms.

Physicians, pharmacists and patients, that know the preparation well, will notice the subtle improvements only at second sight, thus the faith in the product is not impaired. They will, however, gain the impression – especially compared to the old packaging design – that they get a most effective product thanks to the up-to-date and meaningful packaging.

The relaunch optimizes the proven image of Tebonin®, sharpens its profile and leads the product into the future.