TYLENOL PACKAGE REDESIGN

A project focused on improving and updating Tylenol's medicine package label design.

Client's Brief

Tylenol is one of the leading over-the-counter pharmaceutical company in the world. We provide affordable and effective drugs that helps with reducing pain, reducing fever, and relieving the symptoms of allergies, cold, cough, headache, and influenza. We tailor our products to a wide range of people, providing

drugs for different age groups, level of severity and time of day. We want to redesign our labels reflect the diversity of our product, stand out from competition while maintaining the approachability, reliability and history of our brand.

Design Challenge

Pharmacies sell hundreds of different drugs, walking down the drug aisle it can be difficult to differentiate these brands. Brands like Tylenol, Advil and Thera-flu all share similar design systems, making it a challenge for Tylenol to standout. As a result of applying it’s iconic red color on all of it’s packaging, not only is there a lack of distinction from competitors, the current packaging lacks of differentiation between Tylenol’s own product. The new package label needs more distinction between it’s product lines especially for different age groups.

All of Tylenol’s packaging, as well as it’s competitor’s, rely on large type and bold colors to draw attention of consumers. While it does prove itself to be effective when viewed alone, when placed along side hundreds of similar looking packaging, the design becomes overwhelming and undistinguishable. While establishing these differences, it is also important to consider layout, color scheme, hierarchy of information in order to maintain a consistency between the different products.

Tylenol also faces the challenge of designing effective packaging with a lot of limitations. Being a drug product, it is required to place significant amounts of drug related information, sacrificing opportunities to incorporate other design elements that might help them stand out and improve. Overall, Tylenol’s new package labels should appear to be professional and reliable, exude a feeling of strength and power, appear medical but approachable while maintain its well-established brand.

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^ Medicine aisle in CVS

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^ Tylenol competitors

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Ideation

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Final Design

To address the problems and challenges the current package design faces, inspired by Swiss designs, I focused on decluttering the front of the label – allowing for more negative space and only including relevant information such as the number and type of pills, what the medicine treats and the main active drug contents. 

In addition to keeping the iconic red color on all of the package label designs, I also introduced a pill shaped

pattern as the main visual interest (different patterns for different shaped pill) to convey a sense of speed to suggest the effective and power of Tylenol. The different colored gradients also create greater distinctions between the different products.

 

The top of the box is also redesigned so if stacked on it's long side, customers will still have a clear idea what medicine they are getting.

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