BVD

Assignment
Naturapoteket. Brand and range strategy,
naming, packaging design for 160 products.
Sweden, 1999–2001.

Challenge
The packaging failed to communicate Naturapoteket’s new core values of “trust”, “knowledge”, “modernity”
and “increased wellbeing”. The products needed to be put in the spotlight and made more modern, active and clear. Naturapotektet’s products were presented under
a separate brand, Royal, without any direct link to Naturapoteket.

Solution
A clear, new graphic identity, with all 160 products carrying Naturapoteket’s name now well coordinated, creating a coherent whole and having a uniform tone communicating a younger, more modern and more
lively brand.

The products are colour-coded to make it easy for
customers to find and choose the right product.
The communication on the products is clear, quick
and easy.

Results
The product design is perceived as modern, fresh and trustworthy. It is also simple and clear, which makes
it easier for customers to find products on the shelves. Increased sales and a greater proportion of male customers were just some of the immediate measur-
able results.

Awards
Golden Egg nomination 2000. Blog image