By Jill Park

Clarity and approachability were central to The Design Group's packaging redesign of fertility and pregnancy test kit brands Persona and Clearblue.

 

Fertility monitoring product Persona is an aid used to inform the user which times of the month will be safe to have sex without the use of contraception. Boxes Prestige manufactured the packaging for the ranges.

 

Previously, the product had suffered from poor on-pack communication and it was felt by TDG to have an "emotionally cool and clinical" appearance.

 

The introduction of a hand holding a test stick was used to demonstrate how the product is used and to give it a more caring and accessible appearance.

 

Similarly, TDG identified that pregnancy test kit brand Clearblue's old packaging did not feature consistent pack architecture and therefore did not support its superior position in the market place.

 

To combat the problem, TDG brought the range's design into line and created a new digital logo that appears consistently across the line.

 

"The key challenge was to communicate the products' benefits as the previous design wasn't really communicating on a clear and concise way what the product delivered and how it delivered it," TDG creative director Grant Marshall told Packaging News.

 

The new designs are being rolled out in stores now.