Evolving a visual identity fit for digital purpose

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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.

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