Aarti Drugs - An upgrade to the pharmaceutical co.'s packaging.
Aarti Drugs wanted to update its packaging design for its exported generic products to appeal to its overseas customers, while still complying with local regulations. This had to be done before it launched its new products.
We were commissioned to find a solution to this situation in time.
This project presented a challenge we'd never faced before. We had to create a functional, aesthetically pleasing design which would stand out from the competition, and at the same time comply with regulatory standards specified by government bodies, as well as be most efficient in terms of storage.
Needless to say, we were game.
Screwing up here meant serious legal complications for Aarti. So we had to be absolutely sure we understood what we can and can't do with the designs. That meant sitting with the in-house marketing team & legals and having them walk us through the regulations.
The first part of it was knowing which information absolutely has to be on the box. That included the branded name, the scientific/chemical name, the company logo, manufacturer and distributor details, composition, usage instructions, etc. So much information, so little space.
Next, few of our ideas had to be scrapped as we learnt the things we can't do with the design (bye-bye get well soon quotes). It was difficult to do something unique, out of the box with it while staying pretty much in the box. Eventually, we ended up with three sketches for the first product.
Of course, these would not give the client a fair idea of how things would look - but at least they passed the regulation gauntlet.
We created the designs in Illustrator first (until we gave up because of the lag and switched to Affinity Designer #DesignerOrgasm), and then mocked them up in Photoshop (because even though we hate it, we don't have an option). Now, the design presentation.
We hadn't expected to sign off on the designs right away. The management, however, was quite pleased. The designs were approved and sent for print.
Focus-groups surveyed by us consistently ranked the new boxes much higher in terms of quality, albeit assumed they would be expensive. As consumer preference shifted towards quality, considering the prices of generic products, a favorable impact was expected.