Shoppers Drug Mart’s major private-label health brand, Life Brand, includes a wide range of products. Shikatani Lacroix was asked to redesign its line of base vitamins to better convey its brand position “Health Easier” by improving the clarity of its communication in this complex category.
With 150-plus SKUs in the line, Shikatani Lacroix had to ensure a consistent look and feel throughout the packaging design to avoid confusion and build brand equity.
The new base vitamin packaging features the updated Life Brand logo with a more legible typeface, and clear communication hierarchy of the product name and important call-outs. The location of the call-outs is consistent on each item so that consumers can quickly find key information and health benefits. An image of the vitamin’s actual size is included to further aid customers in identifying the correct product.
The beige tone provides an ownable colour that increases shelf impact, while the gold band expresses product quality, giving the packaging a more premium, natural, healthy, and less clinical appearance.
Initial feedback has been extremely positive. The redesign has improved category unity and packaging clarity, which have helped reduce customer confusion.