Menarini Group (the first Italian pharmaceutical group in the world) entrusted the HealthCare department of FRI Communication, with the plans to realize the brand and the packaging identity of the YOUDERM line.
After a careful analysis of the target audience, the FRI’s project was developed to create a brand identity which was able to interact with consumers, interpreting their needs. The choices of communication codes evolved and innovated, leaving behind the traditional graphics linked to the world of the drug, often overly rational and cold.
The YOUDERM line (Emtrix, Pelle Pura and Body), characterized by an innovative and distinctive design and oriented towards its extension in the Emtrix, Pelle Pura and Body lines, was a huge success both in terms of awareness, allowing the consumer to always recognize with clarity the line, and in terms of sell-out.
Agency: FRI Communication – Italy