Sanofi

Harmonisation was the name of the project.

 

The same indications and similar ranges in 5 different Central Europe markets

- Czech Republic, Slovakia, Hungary, Poland 

and Bulgaria -

but 3 different brand names and 4 different designs!

 

The challenge was one common design for all! Whilst keeping the 3 distinct brand names. 

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At the end of the day the pack design was not only uniformised in the 5 markets, but a big step forward for each individual  brand on its market 

 

- a thorough improvement of the existing pack, a distinctive design, both strict and flexible, which put each brand in a new cutting-edge position.

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What’s not visible in the final designs are – as you can figure out - the local resistance we had to face(!) was time and energy consuming... but we did overcome those ‘political’ issues.

 

The new designs have been consumer researched … not only did they survive the tests(!) but the highly positive research results really boosted our proposals and smoothed the final local acceptance processes.

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And this new distinctive design has been widely extended  ..  and it now encompasses numerous ranges