This redesign for Demazin was done to improve brand presence on shelf. Bold and clear communication aids navigation for self selectability in what is sometimes a confusing category. Colds and allergies can leave you run down and flat, so adding some energy and a sense of outdoors was an important part of the visual cues. Although I designed this back in 2003 (wow I don't feel that old??), I think it stood the test of time quite well.