Assignment
McNeil Sweden AB. Packaging design Ipren. Sweden 2009

Challenge
In connection with the deregulation of non-prescription medicines in 2009, the painkiller segment acquired a new, large area of contact with retail consumers. Owing to the circumstances as well as the increased number of operators, a need arose to distinguish and make the brand Ipren clearer. The packaging needed to be distinct, faster and easier to find in the shop environment. Many painkillers had previously shared the same design – white packaging with dark, often blue, typography.

Blog image

Solution
The logo has been given a new, more modern shape and the flat packaging format gives the logo a more distinct and central position on the packaging. The colour coding has been reinforced, which should help the user to find and choose the correct product on the shop shelf and at home in the medicine cabinet.

Result
In spite of tougher competition, Ipren has maintained its market position and strong sales figures.