The packaging design work flowed out of a project originally briefed in 2009. This commenced with a review of Adcock Ingram's corporate identity and how it was being applied to packaging, and led to the development of comprehensive corporate identity guidelines and the structured realignment of all the packaging.
Working closely with Adcock Ingram's marketing teams, ODC categorised the company's products into three broad groups in terms of how the corporate identity would be applied - that is, light endorsement, for those brands with strong individual equity; medium endorsement for those which could benefit from the corporate image; and high endorsement for generic products. The biggest group was the generics and for these ODC created a distinctive visual style with prominent Adcock Ingram branding and strong use of corporate colours.
Since creating the framework for the Adcock Ingram packaging range, ODC has designed new packaging for the LCC range of cough mixtures and camphor ointments; the Beta range of Betapyn, Betagesic and Betasleep; the Medikeel range and the Expigen range; as well as Nazene Z; Mypaid and Spasmend. ODC has also applied the new packaging visual style to a number of the generic products.
"This was been an absorbing project, and one that ODC is proud to have been involved in," said Alexis Visser, Executive Creative Director of ODC. "It's been very rewarding seeing the packaging come to life in line with the systems we developed."