From:Packaging Digest

Comprehensive redesign involved a total of 20 SKUs across three product lines.

A revolutionary redesign edges out evolutionary changes as Akorn Consumer Health introduces bold new packaging across-the-board for TheraTears eye-care products.

A new packaging redesign that’s appearing on-shelf now for TheraTears eye-care products from Akorn Consumer Health is as easy on the eyes as the products themselves. The redesign encompasses three product lines comprising a total of 20 SKUs of a variety of lubricating drops and preservative-free drops, as well as products specifically designed for nighttime use and contact lens wearers.

TheraTears Therapy for Your Eyes products are positioned as science-based therapy that works to restore, cleanse and nourish for adult consumers suffering from the symptoms of Dry Eye, according to Scott Chapman, vp and general manager, Akorn Consumer Health. “TheraTears Dry Eye Therapy lubricating eye drops provide relief of dryness, stinging, burning and gritty irritation caused by Dry Eye.”

The previous design had been in the market since 2006, Chapman says. The new design was handled by Little Big Brands. Pamela Long, LBB partner, says the overarching theme was to “take the brand from ‘medicinal and sterile’ and move them to higher emotional ground where they are appealing to consumers on more than just a functional level.”

According to Long, the refresh involved a three-pronged approach:

Standout – A vibrant new color palette and bull’s-eye graphic element helps the brand grab interest on a crowded shelf.

Simplify – Copy was culled and reduced on the face panel with the most motivating information highlighted and secondary, more functional information moved to other panels.

Connect – Moving to more emotional imagery and a design that fires higher on the emotional scale reaches consumers in a more meaningful way and communicates the end benefit of the brand more intuitively.

Redesign included primary and secondary packaging and package inserts.

Clarifying and differentiating elements

The three product lines are distinguished by color. “Complimentary secondary color-coding gives consumers the quickest read on the different types of products,” says Long. “All TheraTears Dry Eye Therapy products feature a purple palette, TheraTears SteriLid has green, and TheraTears Eye Nutrition differentiates with yellow. Also, each SKU has either Restore, Cleanse or Nourish on the side panel. Additionally, a textural pattern was added to provide depth and dimension and subtlety mimic eye function.

“A Doctor Created & Recommended seal was added in foil to lend credibility and honor the origins of the brand.

“While the redesign was a big step for the brand, several equities were evolved. Notably the main color connecting all SKUs remains true to the blue for which TheraTears is known; it’s printed topside across the line.

“Also, the teardrop that was part of the original identity and logo lockup was evolved to play a much more pivotal role and give a consistent iconic element that lives across the line. The tear now holds the updated, more streamlined and contemporary logo as well as key information.

“All on-pack communication was updated to reinforce category language, make the brand more consumer-friendly and provided a better understanding of the benefits that make TheraTears unique,” summarizes Long.

All of the products offer primary and secondary packaging, the latter in the form of cartons. Inside the cartons are various bottles depending on the product, with several SKUs containing single-use vials. Every element of the brand packaging and communication “touch points” was affected by the redesign, including primary and secondary packaging, packaging inserts and cartons. A new brand website, collateral and communication materials were also developed.

Brand owner challenges

We asked Chapman about any hurdles Akorn may have faced during the process.

“The biggest challenge we encountered through the redesign process was choosing the winning design,” Chapman responds. “Our creative partner, Little Big Brands, gave us a lot to think about and look at—and challenged us to take a big step with the brand. By building in checks and balances and validating the work with consumers, we felt confident that we’d aligned on a truly iconic new design for the brand with high appeal for consumers and outstanding shelf presence. But, it wasn’t easy—there truly were a lot of great designs to consider!”

Chapman also noted that coordinating the new design with packaging suppliers involved a high level of complexity in navigating through the production process.

“Little Big Brands and the Akorn Consumer Health team worked closely and collaboratively to interface with multiple print suppliers to ensure that the new package design could be replicated and come to life on shelf,” he says. “Specifically, this involved steps such as weekly production meetings, rigorous proofing and on-site press checks.”

Yet one of the toughest decisions made was deciding between a revolutionary design and an evolutionary one.

“Evolution is a much safer and easier call, but we knew that a more radical change could be highly successful for the brand,” says Chapman. “We were fortunate to have a brand design partner that worked with us through the process to capitalize on the brands strengths and help move us away from elements that were no longer working for us. Using qualitative and quantitative research to help inform this work and provide confidence to make a bold new change was critical to the process.

“This is a really exciting time for us when we are sharing our new look with the world and starting to see it on store shelves,” says Chapman. “Thus far, we’ve been very encouraged by the positive feedback from retailers, consumers and eye doctors.”