Aspirin has trusted heritage for more than 100 years. It has been a leader in pain relief for centuries; helping people in over one hundred countries feel better throughout every stage of their lives. It’s used for preventing heart disease, treating cold and flu symptoms and providing targeted pain relief.
After a few years of stagnating and loosing market share, it was plan for 2014 to launch a new technology with micro-particles, in a business attempt to re-invigorate the franchise from the product performance standpoint. We took the opportunity to explore Aspirin true equities, and refresh the visual equities of the brand in a contemporary way.
Note: The Aspirin Brand has globally the same look, except in the US where the brand colors are yellow and brown, it is manage as a different business from the visual equities stand point.
Phase 1 | Audit immersion, strategic development and design brief, alignment in opportunity areas – Deep dive into brand competitors to analyze and identify visual territories opportunities, which Aspirin brand equity elements to further preserve, and evolve. It was identified that by utilizing the iconic aspirin green color in a more meaningful way, it will create a strong brand block at all communication touch points.
Also develop a new set of assets non-utilized by any competitors such as shape, it will strengthen the brand presence
Phase 2 | Design Expression board, look/ tone/ feel for global brand guidelines – The package design strategy, incorporated concepts from scientific to human warmth. The design intent included: Improve brand look while maintaining a link with current packaging look, drive brand block by color unification; create an identity system that continues to leverages Bayer as a master brand.
Phase 3 | Brand identity, packaging, architecture development, and qualification – The new brand visual expressions were tested globally. The new equity assets improved visibility and findability at shelf, which generated stronger consumer recognition and recall. We created the new equity assets almost as a 'Aspirin Recipe", to ease brand execution across agencies and drive consistency.
Phase 4 | Global deployment and final production – Brand Book and Global Packaging Guidelines were created and deployed acrooss the organization to ensure consistency across media.