Creative Director: Monika Upste
Designers: Sandra Montvilaite, Agnė Rinkevičiūtė
Project Type: Produced, Commercial Work
Client: Aconitum
Location: Lithuania
Packaging Contents: Medicine
Packaging Materials: Paper, Plastic, Folia

Aconitum – one of leading food supplement manufacturers in Lithuania – was seeking to create something bold, eye-catching, yet strong in composition and exceptionally for people who do not have time to use lots of food supplements, but at the same time need multi-functional effects. This is how Profus line was developed.

Profus is a unique, totally different food supplements line which is designed to meet the needs of active and busy people. Let’s start from the beginning…

First of all, we were tired of standard pharmaceutical products and generic design solutions… Therefore, design-marketing team had a vision to create something new and get the personal touch to customer… There was a challenge of bringing 3 key messages into a current pharmaceutical market: the aesthetic package with eye-catching design, the purpose and the strong-compatible composition all in one.

Packaging design. The primary goal was to attract attention with graphical elements which are unusual for any pharmaceutical product. To reach this, designer used crayons to create the hand painted and recognizable visuals for the line. In order to make a product aesthetic, designer made synthesis between clean-white package and colorful-informational design elements. Therefore, the packaging design helps the customer to recognize the unity of the products line even if any product stands separately.

The purpose idea. The names complement graphical elements and have a meaning of short expressions used to describe the immunity, memory and vision in a daily life. What is more, this combination of names and graphic elements help to get the personal touch with a customer and associate the product to the lifestyle and health solutions. For example, UNBREAKABLE IMMUNITY is for someone who is always on the run and has no time even to think of being sick, BRAVE BRAIN – for the one who works with huge flow of information and needs a non-stoppable brain power every single day from morning till midnight, whereas SMART EYE fits to someone who has all day long to concentrate look to the smallest details or just likes computer games.

This idea serves as an additional benefit for the future Profus line expansion while maintaining the brand’s essence.

What’s Unique?
The packaging design totally differs from any pharmaceutical product in the market. The design idea is unique due to:

– The synthesis of informational and clear, yet visible and colorful design

– Hand painted elements (used crayons)

– Product names based on in daily language used expressions. Product line in Lithuania is sold under Lithuanian names which are well known and close to local people.

– Personal touch, easy-to-understand product purpose