“We have repositioned our Health Care brands to express our commitment to
care for our consumers when they need it most. This also becomes very clear in
our brand purpose: ‘We’ve got you covered, for a life uninterrupted.’,” explains Reindler, who adds: “Consumer centricity has accordingly played a
special role in our brand relaunch. But not only by offering them reliable
protection against dirt and bacteria. The new packaging design also facilitates
orientation for consumers at shelf, to address our main insight that the shelf
today is complicated and difficult to navigate.” Thus, each folding box
features straightforward written and visual information on the product with microembossed product images in actual sizes. They offer clear communication of
contents, benefits, product dimensions, and consumer safety information. As a
reassuring reminder of the key benefit of the products, the packaging also bears
the Bacteria Shield logo. Moreover, educational icons appear under the words “Experts
recommend” with simple expert guidance for a wound care routine: Cleanse –
Protect – Heal. This way, the box offers a useful and convenient guide for
consumers in wound care. The reworked packaging also displays the new brand
logo and design language that were part of the brand relaunch: the familiar
asymmetrical inverted arch has been exchanged for a truly contented smile.