Feosol Gets a Healthy New Look Redesign of Iron Supplement Line Focuses on Increased Shopability

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Consumers were at the heart of the packaging redesign for the Feosol brand of iron supplements. But the assignment went far beyond creating consumer demand. A large focus of the effort was to create an easy to understand portfolio and to help women quickly and correctly identify the iron form and benefit right for them.

“Feosol had become watered down and confusing to shop over the years,” said Katie Gangell, brand manager, Meda Consumer Healthcare. “When we acquired the brand last year, our first priority was to take a big step forward with the packaging and help make Feosol relevant and consumer-friendly again.”

The Feosol brand was stripped down to the bare essentials. A proud yet delicate new Feosol logo sits prominently embossed on pack, along with the product name and function. All other communication was either eliminated or moved to a side or back panel. Color-coding is a nod to previous packaging but is secondary to a largely white canvas that lends a freshness and modernity to the line.

Each SKU also has the pill form embossed and anchoring the design at the bottom of the pack. A mix of spot and matte varnish provides depth, dimension and interest on shelf. The top of each box features the Feosol logo and product type to help consumers easily identify their preferred product when housed on a lower shelf.

“You really have to applaud the Feosol brand team,” said John Nunziato, creative director, Little Big Brands. “They were fearless in their approach to this redesign. They put a stake in the ground and didn’t waver. The new Feosol look is breakthrough in the category. It’s feminine without being cliché, and straightforward in a category that is notoriously hard to shop.”

The new packaging is rolling out nationwide this summer and is offered in all major drugstore and supermarket chains, as well as local and regional retailers. Feosol is available in three forms: Original Ferrous Sulfate iron for high-potency; Natural Release Carbonyl iron for gradual and gentle iron absorption; and Complete Bifera hip and pic iron, which is a dual iron formula with minimal side effects.

Little Big Brands (LBB) specializes in strategic brand design – including brand strategy, consumer research, concept development, structural design, graphic design, and print production. LBB is also a leader in sustainable packaging. http://www.littlebigbrands.com

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Pamela Long
Little Big Brands
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