Feminax redesign targets the young

Two well-known, over-the-counter (OTC) drugs have been redesigned.

Feminax, the pain relief pill specifically aimed at women suffering from menstrual cramps, has been completely redesigned by Skidmore Turnbull. The new-look pack has red in place of the old pink and features a woman’s torso circled by a blue arrow. Designer Mike Skidmore says the colours aim to portray authority, efficiency and relevance to the target market.

“The new design needed to give the pack a more contemporary feel and was particularly aimed at younger girls/women experiencing their first periods, without alienating their mothers who influence the buying decision and may have used the product themselves,” says Skidmore.

The Strepsils throat lozenge range has been redesigned by Siebert/Head. Pan-European research was carried out to analyse and build upon the characteristics associated with the brand, while simultaneously meeting the design requirements of individual European markets.

The pack’s white panel has been enlarged to emphasis the product’s medical credentials and efficacy. Part of the brief was to modernise the brand, while retaining its strong heritage. Designer Mark Woodall says: “Modernity has been increased by making the central panel more rectangular, rather than using the soft curves of the previous design.”