My focus was on improving the packaging design of Ibuprofen tablets. Ibuprofen is an analgesic drug defined by the World Health Organisation as a ‘core’ medicine, essential for even the most basic healthcare sytems. In the United Kingdom it is classified as General Sales List (GSL), meaning while only pharmacies are permitted to sell high strength, large quantity prescriptions, many other stores can stock the standard 200mg, 16 tablet packets.

The issue with this type of packaging with regard to the design policy is the strength of the drug and how it is presented to the consumer, making it possible to purchase and consume a dangerous dose with very little warning or restriction.

Searching to improve the design, I created a number of initial concepts based on primary and secondary research. I focused on improving the method of dispensation, in order to highlight the caution that must be exercised when managing a daily dosage. The idea I developed simply restricted the consumer to pulling out one tablet at a time on a spiral, helping them recognise that the whole packet should not be consumed at once, and making it easier to keep track of how many have been taken in one day. In addition, the instruction leaflet must be removed to gain access to the tablets, increasing the consumers awareness and prompting them to read the warnings included.

 

In order to maintain cost-effectiveness and feasibility, I tried to keep the materials and method of production similar to the existing packaging, as the retail price of one pack is usually less than £1, making large changes impractical.