A global pain reliever trusted by millions, Panadol was looking to evolve the brand’s visual identity to work in newer digital formats effectively as it was growing and innovating. The team wanted to develop the design to create greater clarity and equity building so it was more fit for digital purpose, but the current visual identity system didn’t allow enough flexibility and lacked unity on-pack and off-pack. We identified a key asset unique to Panadol, the beacon, which would inform and inspire the shape language of the updated digital-first visual identity.
Panadol was looking to evolve as a brand, but the off-pack world was not set up for flexibility to be able to work in digital formats. The current visual identity system was functional but wasn’t based around the greatest position of strength for the brand. Our challenge was to identify a key set of fix and flex assets that we could hardwire back to the strategy and create a solid updated visual brand language which was unique to Panadol.