Smoothing things out for Cepacol
Cepacol competes in a tough throat lozenger market, where brands like Strepsils are already well-established and enjoy considerable consumer-favour. Fortunately, Cepacol has a key differentiator, namely the fact that it’s medicated and therefore delivers a soothing anaesthetic effect to the throat.
The only problem was that it wasn’t leveraging this USP strongly enough. It’s packaging was unfriendly and the brand identity didn’t provide clear indication of the product’s unique value offering. On the competitive market shelf, where consumers make snap decisions based on a glance at packaging, this wasn’t doing the brand any favours.
We overhauled both the identity and the packaging, introducing an iconic ‘lozenge’ symbol that clearly conveys Cepacol’s medical benefits. Set against a soothing landscape of smoothed lines, the visual language reflects the soothing action of the product, while introducing a modern, sophisticated and attractive look and feel.
