Product Naming and Pharma Brand Strategy
Pace Creative helped Vancpharm develop a branding strategy that would measure up against other major brands for consumer engagement.
For each product, we aimed to:
- Explain the health benefit better than the competition.
- Emphasize consumer demand trends (i.e. organic, intolerances).
- Better visualize the product at the point of sale (i.e. the medium).
- Differentiate the product from competitors and stand out on the shelf.
- Promote offers for a trial period.
Packaging Design Strategy
Each product’s label and packaging would communicate the personality, beliefs, and values of its offerings. The packaging serves as a tool of differentiation aiding the consumer’s choice within a range of similar products.
We would aim to be consistent across packaging designs to build consistency and brand equity. Vancpharm would go for a modern look that showcased their product as a superior technical alternative whilst emphasizing the natural qualities of the product.
When developing the brand, which prides itself on products that combine nature and science, we wanted to ensure it appealed to the different consumer types. This is an exciting area of opportunity when it comes to positioning. The natural aspect would appeal to parents who want to purchase gentle products for their children, as well as those who practice Lifestyles of Health and Sustainability (LOHAS). While baby boomers may have a preferred brand already, there tends to be a lack of loyalty in the category, and they are always seeking out the latest health information backed by scientific research.
Understanding how to attract the attention of different consumers would benefit Vancpharm in standing out from its competitors.