XYZAL ALLERGY 24HR
RX TO OTC SWITCH PACKAGING DESIGN | SANOFI CONSUMER HEALTHCARE
To succeed in the increasingly crowded allergy relief category, Sanofi Consumer Healthcare understood they needed to break from category packaging norms to introduce Xyzal Allergy 24HR. That meant ditching the soft, static and more subtle cues favored by competitors in order to deliver a more dynamic point of view. When allergy sufferers shop the shelf their decision-making process starts with efficacy, and we wanted to shout this out. Our design solution features a powerful, white bullseye brand zone framed by a circular continuum that conveys a sense of 24 hour, around-the-clock relief. The juxtaposition of vivid orange and blue colors against the white amplifies communication of day-to-night relief. Energy ripples and bursts further add to the impression that Xyzal is a strong, effective medicine. The result is a package that is bold, arresting and possessing visual assets that successfully translate to activate the brand in-store.