Potter's cough pastilles were struggling to stand out and match up to its competitors. Losing market share due to their small pack size and out dated brand and pack graphics. Ernest Jackson's objective was to breathe new life into this diminishing brand and improve listings and sales fast!
To modernise the brand, bring
it into the now and challenge
its rivals in the cough sweet category. The design needed to work across two flavour variants and convey the benefits of what the different pastilles do.
We elevated the brand by placing the revitalised Potter's brand onto a silver metallic board, offering improved stand out and helping the brand
feel and look like it belongs in the cough medicine category. Showing chests with the relieving action helped emphasise the relieving qualities of the pastilles. Whilst the shield shape creates effective brand ranging it also adds to the protective healing cues the brand needed to exude.