Dr. King's is a natural pharmaceutical company that produces homeopathic medicines.

 

When asked to rebrand the line of products, I wanted to focus on the innovative delivery system. Traditional homeopathy is delivered through sugar pellets. Dr. King's brand is delivered through purified water, without the sugar or added alcohol usually present in homeopathic remedies.

 

The rebrand needed to reflect the space homeopathy resides; clean, clinical pharmaceuticals and natural medicine. The design represents the meeting of the two.

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With the rebrand, I had to consciously consider the structure of the box due to the California slack packaging rule. I call this the potato chip bag effect. A package cannot deceive the consumer to the size of the actual product. The original box was not compliant. The solution is compliant, and takes less shelf space, which allows for additional product line sell in.