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clear to them that they are paying for the name of the supplier rather than the drug. Founded by Alliance Unichem, Almus needed to convey an image of a reliable, safe and familiar brand in a potentially confusing environment.
The Design
Creative Leap worked out a brand essence, proposition, personality and benefit to accompany the name ‘Almus’ which is the Latin word for nourishing, kindly and life giving. The name and proposition –‘Designed to aid dispensing’ – are expressed in a cool blue colour, with a radial ring icon composed of a series of fading blue dots, serving to enhance the pharmaceutical nature of the product. Also integral to the design is a colour bar, a secondary graphic support element that prevents the design from appearing too clinical.
The Results
Almus, a new brand starting from zero exceeded its predicted first year sales target of £10 million by 300 percent. By the end of 2004, the company expects to have sales in excess of £50 million, with some 200 products, grown from the original range of 38, and potentially roll the brand out across Europe. The consistency in product packaging provided by the new identity has proved very popular with pharmacists. It has aided tasks such as re-stocking and goes some way to preventing the possibility of dispensing errors and therefore, as sales increase and profits escalate for Almus, patient safety and peace of mind have also been positively impacted. Design costs were paid back within three months of the launch.
Judges’ Comments
Stuart Cosgrove, Director of Nations and Regions, Channel 4 described this as a ‘very efficient, smart brand, which went across all communications and packaging. (It was a) well-ordered and well-argued case’. Raymond Turner, Chairman of the Judges added that this was a ‘good workmanlike solution – to bring some sense of order’. |
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