Wyeth Gold

Posted on

Derrick Lin


Designed by Casa Rex, Brazil.

Casa Rex, the multi-awarded international design consultancy with offices in São Paulo and London, has redesigned the packaging for Wyeth Gold, a range of children’s nutritional supplements from China. In order to present consumers with a new upgraded formula and its integrated benefits, the brand needed to modernize its image.

The existing packaging was not reaching out to consumers as desired, since it failed to communicate the product benefits to the target market. Its main icon – the flower that depicted its key functional benefits – had little prominence and was poorly integrated with the packaging’s claims, which were portrayed as a simple list of text.

To fully convey the product’s expertise and upgraded formula, Casa Rex has created a new integrated design structure, and reintroduced the brand’s main iconic elements through a new contemporary aesthetic.

“The packaging presents new 3D finishes, which are now aligned with the visual codes of the local market. The flower icon and the product benefits have gained more standout, highlighted by the background’s new gold wave which integrates the copy in a unified visual structure, creating a compelling message to appeal to consumers.” says Gustavo Piqueira, head of Casa Rex and the creative director of the project.

Pictured above: Previous packaging