Free The Birds has designed new packs for wellness products brand Magne B6.
Parent company Sanofi Consumer Healthcare sought a design solution which repositioned the product as a mental health wellness brand in key markets across Europe.
Free The Birds was tasked with the transformation not only of the brand’s Magne B6 packaging, but also the perception of the product and its daily usage, both on and off pack.
]A key objective was to drive brand penetration across a multitude of consumer touchpoints, creating a distinct look and feel which enforced the benefit-led architecture of Magne B6 as a wellness brand.
The design agency created a brand marque which visualises crystal shards, aimed at signifying ‘strength of mind’ for consumers.
The crystal shard becomes an omnipresent factor in product displays, marketing and communications including TV advertisements and the website.
Nick Vaus, co-founder and managing partner, Free The Birds, said: “The nature of designing packaging for health and wellness products always presents an exciting challenge, as potential customers must feel an immediate sense of recognition and trust in the products they choose to purchase. This is never more prevalent than with products which are to be considered as a wellness brand, over and above products which serve a specific purpose for those suffering from a deficiency.”
Błażej Herzyk, global marketing director, Sanofi Consumer Healthcare, added: “With the dramatic growth of the mental health and wellness space, it has become imperative that Magne B6 be seen as a product which can support mental wellness, and strengthen our position to expand access and bring health in the hands of more people. We are pleased with the solution that Free The Birds has provided to help us achieve more effective market presence, while also ensuring robust cohesion on shelves and in marketing outreach efforts.”
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