Varilind for Deutsche Chefaro Pharma


Repositioning and revaluation of the brand and its packaging design.

Strategic concept:

The initial analysis showed: The existing brand and its packaging design did not stand out from the generally rather emotionless and patient-oriented competitors. Hence the concept had to add a premium and emotional aspect to the former medical positioning by the use of new product features such as the newly developed “Med” signet and the innovative and elegant brand image. A significant increase in packaging value is now reached by a partial hot foil stamping of the brand logo. The metallic silver ensures a dynamic and high-quality overall picture. The subsequent test showed: the key target group of pharmacy technicians as well as end users gave top marks to the new design in comparison to the competitors as well as the old design.