Combiflam is an iconic brand in India and has stood for pain / inflammation busting.

dycode

The brand equity could be further unlocked by creating a range of pain relief products.

The new set of products were across delivery formats and for different kinds of pain.

The brand needed rejuvenation and brand architecture.

dysrupt

The space at the chemist is limited, and there are very few avenues for merchandising. The brand also had to work beyond advertising.

Thus, the onus on packaging was extremely high - to create a brand architecture and bring the proposition for each of the sub-brand/ variant come alive.

dysign

 
We used every possible touch point for the brand - from the tablet / capsule to the strip, to the packaging and outer carton to build a strong brand story that showed progressive movement from pain to painless. The architecture kept the strong equity of sub-brands such as Icy Hot) while creating a rejuvenated and stronger Combiflam brand.
 

The Combiflam packaging design was very challenging. Apart from the strict guidelines in the pharma category, we had to rejuvenate the parent brand, create variants and sub-brands across pills,capsules, sprays, gels, tubes in terms of architecture. - Surbhi Agarwal, Team DY

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