PACKAGE REFRESH | CHATTEM
The allergy category is exploding, driven largely by the Rx to OTC switch of INS sprays. As the aisle becomes increasingly crowded, Allegra needs to fight harder for attention. That’s why Chattem asked LAM to refresh packaging for the brand. Our solution embraces key equities, including the logo and purple brand color, while reinterpreting them to offer a more dynamic and energized image. To strengthen prominence at shelf, we simplified and enlarged the logo creating a billboard effect. To improve product differentiation, we conceived a vibrant color coding system and established form communication.