Following an internal two-year project to develop new brand values, GSK asked Radius to create packaging for Panadol’s relaunch. As part of this work, we needed to establish and standardise the brand's assets across its major markets (Asia, Australia, Europe, Far East, Middle East and South America).
We developed the packaging to feature the new brand and halo device and devised a logical hierarchy of product benefits. Abstract backgrounds provided clear colour segmentation to communicate effective pain relief and aid the customer purchasing decision.
We defined a new brand DNA for the Panadol brand, creating guidelines and brand assets to support future brand launches across the global market. Launched initially in Ireland, the new range successfully achieved its sales targets.