Salvequick – Packaging Redesign

Salvequick has been a market leader since its launch in 1952. In recent years, however, competition in the European market has increased sharply. The product range had grown rapidly in response, and in the end it became hard for consumers to see the differences between the products and what each one offered.

We were a team who developed the strategy and overall concept. After that phase, I continued as the only designer, responsible for the design of the packaging range, from image ideas, pattern design and photo direction to claims and information structure.

A flexible design system that gives a strong overall brand impression while clearly showing the differences between four poduct groups.

Keeping clear recognition from the previous design was important, so that existing customers could still find their products.

The logo and the blue colour also got a slight update, made by my colleague Jörgen Olofsson.

To keep text to a minimum on the small packs, all claims and benefits are shown as icons. The visual language of the icons was set by my colleague Michaela Green, and I designed the rest based on it.

Each plaster is wrapped in a pattern created from the shape of the logotype, so the brand is present even in the smallest format.

The tops of the packs are designed to help consumers find the right plaster among many in a drawer.

Made during my time as Senior Designer at Amore Brand Identity.