Branding Strategy

Specialist Pharmacy | Branding & Packaging Design

The project entailed product packaging and visual design. Starting from physical product assessment and branching into graphic & digital design.

When Branding becomes UX Design

The branding combines the commercial aspect of the products as well as takes into consideration the constraints and the specifics of the prescription product together with the characteristics of the target audience - patients & prescribers.

Visual (print) design pillars

The three key pillars were applied to packaging design (labels), patient information leaflets

1. Logical & Structured

Special attention to be paid to text highlights, clear pagination, paragraphs, all of which lowers the chance that the key information will be missed by the patient.

2. Accessible

The text size and contrast is crucial when it comes to the readability of the text. The target group of patients are over 40 and have a tendency of losing the focusing ability for near vision.

3. Distinguishable

The products should be easily identifiable. The prescription creams are used interchangeably and should be easily recognised from the first glance.

Excerpts from Branding Research & Strategy

Digital design pillars

The three key pillars concerning company's digital presence

1. Customer Focussed

The company's website should revolve around the end users: patients and prescribers. The website/platform should be appealing and easy to use for both groups of users.

2. Contemporary & Consistent

The user interface should have an up-to-date look which could bear comparison with any competitor, direct or indirect. The design consistency should be followed throughout digital and print.

3. Accessible

The text size and contrast ratio should follow the web accessibility guidelines. The design should also be responsive - render well on smaller devices.

Quantitative Summary of UX Work

Excerpts from Branding Strategy