Colour is used to differentiate product groups from each other and to link products across a range. Information is clearly and consistently presented so that patients can find key information simply and quickly. Diabetes often affects eyesight so this was vital and had to be effective even when packs carried multiple languages.
Hero products, such as Blood Glucose Meters are displayed in pack windows wherever possible as part of the brand’s mission to reassure and confirm the quality of the product.
The principles extend to the back of pack, the simplicity of the product’s operation is clearly explained through the use of photography and diagrams.
After careful testing in Accu-Chek’s key markets, the new identity has been rolled out across the globe. To help in this complex and lengthy task and to ensure ongoing consistency and quality of design, we produced a comprehensive brand design guidelines and master artworks for the key products at launch to act as standard bearers for the new brand presentation.