Dr. Kent DiNucci, D.P.M., a foot andankle surgeon in the greater Omaha area, approached Anderson Partners to helpin designing the packaging for The Foot Chair.
The Foot Chair is a high-end, pre-fab orthotic devicethat is used to treat plantar fasciitis and other pains in the arch, ankle,heel, shins, knees, hips, and back areas.
Dr. DiNucci wanted the packaging to speak to both men andwomen, convey a medical integrity, and easily transition from office sales tosports/golf store environments. Also, at roughly $15.00 more than itscompetitors, it was important that The Foot Chair's packaging justify thehigher price tag.
The Foot Chair's packaging was created to communicate"high-end," "premium" foot care treatment. To do this, Iused beautiful product photography with bright, rich colors that spoke to bothmen and women. In addition, foil printing techniques were used to once againallude to the premium product within the packaging walls.
The product photography is striking and dynamic, similar to what you see insports packaging. At the same time, the product looks to be floating on air,which further communicates that The Foot Chair is a premium, comfortableproduct.