Elevet+ Packaging System

BUSINESS CHALLENGE

How might we create packaging that easily engages with equine vets and is future-proofed?

Elevet+ offers animal pharmaceuticals exclusively for equine and livestock veterinarians. Launching with five initial products, Elevet+ needed packaging that is not only appealing but is also easily recognisable in every situation and future-proofed for their forecasted product growth.

RESEARCH

We conducted:
– product range assessment,
– analysis of Wagg & Purr’s packaging colour coding (Wagg & Purr is Elevet+’s sister company),
– competitor analysis,
– end-user (vets) interviews.

INSIGHTS

Mandatory packaging requirements:
– Needs to follow the Australian Pesticides and Veterinary Medicines Authority’s (APVMA) strict packaging requirement.

End user usability:
– There are existing colour associations for particular products.
– Vets use the same unfinished product across multiple patients.
– Vets put prescriptive labels over packaging on dispensed medicine.
– Vets often bin the boxes.

Product storage:
– Usually organised by therapeutic treatment category.
– Needs to be visible at night.
– Can be stored in the back of car, shelf, or barn.

THE SOLUTION

A user friendly, future-proofed packaging system
We created a packaging system that answered all of Elevet+’s needs. We did this by introducing:

1. The Cordial colour system
The more potent the dose, the darker the colour.

2. A clear, modern, condensed typeface
We chose a bold, clear, and trustworthy typeface, that still has touches of friendly personality. The condensed nature of the typeface, also allowed us to feature larger copy and fit more on the pack.

3. Strict information hierarchy
To achieve both ease of product differentiation and adhere to APVMA’s guideline we had to come up with a strict information hierarchy.

4. Clever use of space
Every information placement has a purpose.