Design Objectives

  • Increase break-through impact at shelf
  • Differentiate Culturelle from the competitive array
  • Increase impact of efficacy and quality communications (supported through scientific testing)
  • Strengthen “line look” of the branded products
  • Improve communication of the benefits and differences between the different product types
  • Improve readability and understandability of individual product benefits
  • Develop flexible graphic architecture to allow for future brand innovations in terms of containers and product types