Voltaren is a non-steroidal, anti-inflammatory drug used to relieve inflammation, swelling, stiffness, and joint pain.
Novartis had established visual equity in the Voltaren brand. But with the entry of brands like Nurofen, Voltaren’s benefits were no longer clear from its packaging. Global inconsistency had also become a problem.
Our challenge was to develop a unified global identity for the Voltaren brand, across all product forms (tablet, spray, and gel). Crucial to success was balancing the communication of consumer benefits, while retaining Voltaren’s ethical heritage in its various markets.
Voltaren’s “blue man” was a vital and iconic component of the Voltaren brand in all markets. We injected a greater sense of dynamism into the new version of this icon by making it more three-dimensional. This conveyed the key benefit of Voltaren – that it goes beyond pain relief, to help restore mobility and reestablish quality of life.
We also created a more contemporary logotype with a 3D effect to give it standout on shelf. An effective color-coding system to helped differentiate the various product forms.
Our global remit encompassed 50 SKUs, across 14 markets. It has resulted in a consistent global look for the Voltaren brand and a more premium looking pack that is able to compete on shelf.
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