Packaging Graphics and System for Kid-friendly immunity gummies
Elephant Design created a packaging system for Strides Pharma's immunity gummies, appealing to children while adding scientific credibility for parent purchase confidence.
Market Entry
Success across 3 variants
Innovative packaging structure
Parent-targeted information hierarchy
Developed a comprehensive packaging system for Strides Pharma's entry into the Indian paediatric market with immunity-boosting gummies, balancing child appeal with scientific credibility while establishing an extendable design architecture.Pediacare’s Indian Splash
Strides Pharma Science Ltd., a globally renowned enterprise with headquarters in Bangalore, traditionally focused on regulated markets across the US, Canada, and Europe. In 2016, they acquired Pediacare, a renowned brand specializing in paediatric cold, cough, and allergy remedies from Sweden-based Moberg Pharma. By April 2020, they were poised to enter the Indian market with their first dietary supplements for children in gummy format, requiring a packaging system that would establish their presence in this relatively unexplored territory.
Connecting to Parents and Children Alike
Pediacare Gummies aimed to differentiate themselves in the challenging paediatric supplement space by connecting with both decision-makers (parents) and end-users (children). The product faced dual competition from local gummy candy manufacturers and premium international supplement brands. The strategy focused on elevating the product beyond typical "kiddish" packaging to "kid-friendly" storytelling with scientific credibility, positioning these gummies as both appealing to children and trustworthy for health-conscious parents in the immunity-focused post-pandemic market.Imaginative Storytelling to Showcase Immunity
The packaging features vibrant illustrations of children living out their dreams - a boy exploring space in a purple cosmos, a girl frolicking in a rainbow-filled park - visually communicating that good immunity enables children to pursue their aspirations without health limitations.
Structural Innovation with Purpose
The unique packaging structure transforms functional elements into communication opportunities. The ingenious rotating lid completes the visual story regardless of placement orientation, creating a continuously engaging experience for children. The bottom and sides display scientific information and nutritional benefits tailored to parent concerns.
The system balances playful elements with scientific credibility through a clear information hierarchy highlighting protection against viral infections, allergies, and flu—particularly relevant in the post-pandemic context. Premium silver accents reinforce the brand's expertise while elevating the product above local competitors.
Category-Defining Visual Language
The packaging system creates a new visual language for paediatric supplements by avoiding both overly childish design common in confectionery and the sterile clinical look of traditional supplements. This distinctive approach establishes Pediacare as a category leader while creating an extendable design architecture for future product variants.
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