Nurofen for Children
Brand Positioning | Brand Identity | Packaging Design for Range
The Brief: ‘Tried and trusted’ is the over riding criteria for using an analgesic to treat infant or young children who are not feeling well. Calpol is the category leader & preferred choice for mothers over generations. Calpol is seen as safe, gentle & effective in reducing temperature & relieving pain.
The Brand Solution: Refinement of the NfC brand id. Softening the sharp angular edges, and changing the ‘for children’ product descriptor from harsh caps letter forms to a softer lowercase font, and integrating the distinctive brand ‘target’ icon within the logotype.