Interapothek Design & Branding IA by EDUARDO DEL FRAILE

IA

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Industry Skin Care
Media Design & Branding
Market Spain
Agency EDUARDO DEL FRAILE
Creative Director Eduardo Del Fraile
Designer Manuel Quilez
Released January 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: INTERAPOTHEK
Product/Service: BODY CARE PRODUCTS
Agency: EDUARDO DEL FRAILE
Creative Director: Eduardo Del Fraile (Eduardo Del Fraile)
Design Director: Eduardo Del Fraile (Eduardo Del Fraile)
Designer: Manuel Quilez (Eduardo Del Fraile)
Media placement: Packaging - Pharmacies - 2011/2012

Describe the brief from the client
Redesign of a body care products line for a pharmacy.

Describe the challenges and key objectives
Several years ago, Interapothek had the second most sold body care products in Spanish pharmacies. Sales were slowly decreasing and the brand needed a change.

Describe how you arrived at the final design
The design work was based first on its legibility and brand name. Although Interapothek is an elegant name and well-known within pharmacy products, it was hard for customers to memorise. The first step in the design was to shorten the name with an acronym formed with the initials of the words - ‘I’ stands for Inter and ‘A’ for Apothek resulting in ‘ia’, an easy way of consolidating a name.
The typography applied to all the range of products was Helvetica, thanks to its wide variety of typography variants; each range of products has a variant of Helvetica.

Give some indication of how successful the outcome was in the market
In terms of sales, the results were very positive. Some products increased a 30% of their sales in the first 3 months. Moreover, customers began to identify ‘ia’ easily as Interapothek’s brand. Nowadays, it is a brand with clear identification and with a great ability to expand, in fact its sales abroad are improving and its philosophy of selling a good quality product in a basic and direct way is becoming more successful.