Culturelle: brand identity & packaging design

Objectives

1. Increase break-through impact at shelf
2. Differentiate Culturelle from the competitive array
3. Increase impact of efficacy and quality communications (supported through scientific testing)
4. Strengthen “line look” of the branded products
5. Improve communication of the benefits and differences between the different product types
6. Improve readability and understandability of individual product benefits
7. Develop flexible graphic architecture to allow for future brand innovations in terms of containers and product types