Worked with
Codesign

Design Team
Rajesh Dahiya
Mohor Ray Dahiya
Nia Murphy
Pragun Agarwal
Siddharth Nair
Anukriti Kedia

Market
Pharmaceuticals

Empowering India’s Pharma leader with care and empathy

Following a brand rejuvenation exercise, Indian multinational pharmaceutical brand Dr Reddy’s identified communication design for packaging as a key touchpoint to reflect their new patient-first philosophy. A new all-encompassing structure was created to organise information. This enabled logical and usage-based clustering of a large volume of information that varies across the brand spectrum.

Variants of a product brand are commonly placed together in retail/storage formats. A new system of colour coding was designed to eliminate errors in identifying variants within a product family, by assigning a distinct colour to the variants. A new system of product icons helps users in product identification and understanding package contents. A custom, detailed language for instructional illustrations helps patients with varying levels of literacy correctly administer and use products. Condensed variants of the brand font were commissioned to allow for clearer readability at smaller type sizes, especially for small pack sizes.

With deeper inquiry into the usage of packaging, we created a fine-grained distinction of the primary user into categories of (1) Patients (2) Stockists & Pharmacists and (3) Medical Professionals. This new typology of users, each with their own distinct requirements, was used to create a first level of classification for communication design, leading to relevant customisation of information and visual design. For example, for secondary packaging with stockists as primary user, product identification was given high priority on all surfaces given the cluttered storage conditions seen at warehouses.