Vitamins & Supplements - Superdrug

THE BRIEF

To re-design the vitamins and supplements offering within Superdrug Ownbrand. Introduce a tiering system within the range (Core, better & best) as well as launch a Botanicals section.

Consider the customer journey, the current market place and industry standards when producing designs.

THE SOLUTION

This project was all about communication and how the consumer shopped so keeping the design simple was key. I used colour blocking so the consumer can easily identify the different areas within the fixture and used simple fonts to ensure readability. The bottle shape was changing to a narrower front face so I had to ensure that the title would not be affected size wise, using a tall narrow font allowed me get the text a lot bigger. For the tiering a classic use of silver (better) and gold (best) was used. A foil elavating the design. For botanicals, pen and ink botanical illustrations were introduced to enphasise the plant based nature of this offering.

THE DETAIL

I designed icons or “category tabs” to go with each product are, appearing on the side of every bottle they include a silhouette illustration that symbolises the need state. These icons can then also be used in store and online when referring to the need states. I Worked closely with the factory to ensure colour matched lids and labels to produce as strong a colour blocking as possible.