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Packaging redesign for Rela probiotics

Finland’s best-selling lactic acid bacteria supplement, Rela tabs, was renewed to become even stronger and more versatile. To communicate this, a packaging redesign was carried out. Packdesign ID created the concept and designed a new visual identity that brings the brand up to date and strengthens packaging communication.

The goal of the redesign was to clearly highlight the renewed products’ key benefits while reinforcing the brand’s expertise. At the same time, it was important to maintain the brand’s strong visual elements, recognizability, and shelf impact.

Enhanced packaging communication

As background work for the redesign, we utilized our proprietary Visual Environment Analysis™, which evaluates the effectiveness, strengths, and development areas of packaging in the pharmacy environment. The analysis helps identify the visual strengths of packaging and better understand which graphic elements are essential, which can be improved, and which may be replaced entirely to better support the desired objectives.

The Rela redesign resulted in a more communicative visual identity for pharmacy shelves — one that reflects the brand’s approachable, fresh, and cheerful personality.

Clear communication of key product benefits

Brand visibility and packaging shelf standout are increasingly important, even in pharmacies, where products and brands compete for the consumer’s attention. Often, consumers make their choices without assistance, and in these cases, strong branding and distinct packaging help guide them toward the desired product. A carefully planned information hierarchy efficiently conveys key brand and product messages. This makes it easier for customers to find the right product for their needs and also supports pharmacy staff in locating and presenting product benefits.

The strong and cohesive Rela product range stands out clearly on pharmacy shelves and effectively communicates the strengths and versatility of the renewed products. As part of the packaging redesign, the Finnish Key Flag symbol – stating that the product has been manufactured in Finland – was also added to the packaging fronts.

Rela products are strong and versatile lactic acid bacteria supplements that support immune health. The product line includes a variety of great-tasting chewable tablets as well as swallowable capsules and drops. Rela products are made in Finland and carry the Key Flag symbol.

Read more about the products: www.rela.fi

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