Packaging Design for Children’s Pharmaceutical Products: A Matter of Perspective
Context
An Italian pharmaceutical company, Buona, part of the Steve Jones group, commissioned me to design packaging for a line of over-the-counter ophthalmic products and to restyle a line of supplements, both intended for the European market.
The goal was to innovate the design without losing the visual connection to the existing product line.
Working on packaging for children’s medicines is not easy. Beyond strict compliance with pharmaceutical regulations, the association between medicine and children can cause apprehension. The packaging must be reassuring and convey reliability.
Buona chose to build its own corporate identity that reassures consumers by using visual references inspired by children’s drawings.
When I was asked to design packaging for the new product lines, I had to adhere to this visual identity.
For the product Simbiosistem, a dietary supplement, I was asked to restyle the existing packaging (in sachets) to be associated with a new version of the product (in drops).
The product Dacrio represented a particular challenge: it is intended for both children and adults.
It had to be immediately recognizable as part of the Buona brand, while maintaining a more neutral tone, less childish than other brand products.
Solution
I developed a visual system based on recognizable elements such as the product name lettering and the decorative graphic design present in all existing products, creating a strong contrast that visually divides the packages into two groups.
In the case of Simbiosistem, dedicated only to children, I maintained continuity with the existing visual identity, making small adjustments to simplify the image while strictly respecting the product line.
For Dacrio, aimed at both adults and children, I created a hybrid identity that retained distinctive brand elements but also distanced itself from the childish image to appeal to an adult audience as well.
Result
The new design improved:
- Brand shelf recognition (compared to generic competitors)
- Product identity definition while maintaining line continuity
- Simplification of graphic elements for greater effectiveness and improved visual impact
The project was produced in multiple languages and distributed in several EU countries.
In parallel, I created both product display materials and materials for scientific promotion in the medical field.
Role
Graphic Designer & Packaging Specialist
Tools: Illustrator, InDesign, Photoshop
Duration: 2 months (in collaboration with Blitz Comunicazione studio)
