Panadol

Evolving a visual identity fit for digital purpose

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.

New York 09:24 AM
London 02:24 PM
Singapore 09:24 PM
Shanghai 09:24 PM

PAINRELIEF

The Tension

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.

The Power

We identified a key asset that wasn’t being leveraged to its full potential – the beacon. As the number one global pain reliever, consumers across individual markets recognised the beacon but it had never been evolved as a distinctive visual asset within the shape language. We worked to develop a visual identity system that heroes the beacon and use it to drive equity across all touchpoints. Partnering with motion design experts Mainframe, we produced a series of key mode of action animations that translate the science behind Panadol, using the beacon shape language to do so. Together with WPP, we collaborated to ensure the beacon, together with light, served as intrinsic storytelling tools across Panadol’s “release starts here" campaign. Both assets became central core equities of Panadol, and the result is an updated digital-first visual brand language that uses an iconic asset as the foundation of next generation brand building.