iHealth, Inc., a division of DSM Nutritional Products, is a consumer health and wellness company that recently asked us to reimagine the shelf presence of Estroven, the number one selling brand of OTC products for the relief of menopausal symptoms. In support of a newly defined brand equity, that was both feminine and efficacious, the new identity was created to clearly communicate both the functional and emotional benefit characteristics.
The old package was typical of the nutritional supplement category dominated by either generic natural cues or sterile medicinal heritage. Our intent was to create an approachable woman’s health brand with an honest simplicity and clarity of message.
The new package design system has been launched, with enthusiastic retailer response, in the mass, drug, and natural channels. It is supported by a redesigned website.