Germany‘s No.1 generic drugs brand

European harmonisation OTC

Ratiopharm is a German based but internationally operating producer of generic drugs and, moreover, one of the market leaders in the OTC segment. The visual brand presence was, by historical causes, inconsistent and in need of harmonisation and strategic alignment to meet the demands of the European market. Preliminary, REDPACK performed a research and analysis of the European pharmaceutical market and hence developed a packaging design system for the OTC line of products. Subsequently, design guidelines were produced that contained a clear product and variant navigation, as well as the visual, overall look and feel including the image concept. Black and white photography is now used to differentiate the products and, furthermore, to capture the consumer emotionally.
The new, compelling presence strengthens the brand awareness of the umbrella brand ratiopharm throughout Europe. The design system is adjustable to meet the demands and legal requirements of the diverse markets.

REDPACK for Ratiopharm