VIVARIN® Hits Shelves With Eye-Opening Design

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Vivarin, the well-known alertness aid, is unveiling a new brand image and packaging with extreme shelf presence and a solid positioning aimed at young men. Meda Consumer Healthcare Inc. worked with branding partner Little Big Brands to lead the redesign.

“We knew we were missing an opportunity with the Vivarin packaging, but didn’t realize the true potential for the brand until we saw the new design,” said Kimberly Brown, associate brand manager, Meda Consumer Healthcare. “The redesign will improve shelf impact exponentially, and really help strengthen brand equities as well.”

The redesign started with a study and exercise in typography to find the right balance of strength and masculinity, while remaining trustworthy and efficacious. It was important to also create a color palette that worked better for the brand and became more ownable. Black, a near neon yellow, and silver foils were combined to achieve the ultimate result. Finishes were key to the overall look, with all the black being matted down, and the vibrant yellow being glossed to achieve maximum contrast. Embossing gave the logo added depth and dimension.

“One of the things we felt strongly about was the need to tap into adjacent categories like energy drinks,” said John Nunziato, creative director, Little Big Brands. “This is a product those consumers should be buying, but it needed to look the part of their consideration set.”

Better communication was also a real challenge for the team. Vivarin has no mystery ingredients or fillers, like some other brands. The only active ingredient in Vivarin is caffeine. The redesign gives prominence to that information on three separate panels. Another key benefit is the tablet form. So instead of being an afterthought or taking its obligatory position low on pack, the tablet was incorporated into the logo itself, dotting the ‘i’. Lastly, the Vivarin brandmark was placed prominently on the top panel to avoid any bottom shelf challenges.

“The old Vivarin was caught in in-between land, and really didn’t have a strong point of view or appeal to any one demographic. The redesign is gutsy and just plain sexy on shelf,” said Nunziato.

Vivarin is sold nationwide at major retailers like Walmart, Walgreens and CVS as well as through convenience stores and online retailers such as and It’s available in 16 and 40 count packs, with tablets that conveniently tuck into a backpack, purse or even a pocket for on-the-go use.

Little Big Brands (LBB) specializes in strategic brand design – including brand strategy, consumer research, innovation, structural design, graphic design, and print production. LBB is also a leader in sustainable packaging. Vivarin is functional caffeine for mental alertness.

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Pamela Long
Little Big Brands
(914) 437 8686 Ext: 305
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