Title	CANONPHARMA
Brand	CANONPHARMA
Product/Service	GENERIC DRUGS
Category	E03. Beauty / Healthcare
Entrant	REPINA BRANDING Moscow, RUSSIA
Idea Creation	REPINA BRANDING Moscow, RUSSIA
Production	REPINA BRANDING Moscow, RUSSIA
Post Production	REPINA BRANDING Moscow, RUSSIA

Name	Company	Position
Valeria Repina	Repina branding	Creative Director
Anvar Kurbanov	Repina branding	Art director
Alexey Zabrodin	Repina branding	Graphic Designer
Alexey Koler	Repina branding	CG-designer
Nikita Bulgakov	Repina branding	CG-designer

Background

The key problem with generic drugs is that they have no unique features and it is very difficult for a consumer to distinguish between products, while pharmacists find it hard to locate a particular drug at a warehouse, as products by different manufacturers have identical names. Meanwhile, the manufacturer often finds a large variety of drugs confusing and does not know how to package new products. Our mission was to create a convenient packaging design system that would facilitate the following: - Organize the entire portfolio of drugs that belong to different pharmacological classes; - Demonstrate a modern, patient-focused, and best experience-oriented approach to generics; - Use packaging to optimize the process of launching new drugs; - Differentiate a particular manufacturer among thousands of other medicines; - Gain practitioners' loyalty; - Ensure navigation for pharmacists to enable easy drugs management.

Describe the creative idea (40% of vote)

Brand relevance The brand must communicate reliability and innovation. Target audience Its target audience is all people who look for optimally priced drugs, doctors who recommend, and pharmacists who sell. Creative idea We have developed a groundbreaking system that enables easy navigation among a multitude of drugs and dosages, based on color-coding and numbering. We assigned a unique color to each pharmacological class and organized lists of all drugs within each class. The first digit stands for the drug number within the pharmacological class, while the second digit after the dot indicates the dosage. This way the patient can simply name the group and number to the pharmacist.

Describe the execution (40% of vote)

We paid great attention to the look of the digits so that these are clearly legible while bearing unique brand identification traits. Built on the contrast of hard and soft shapes, they reflect the idea of advanced technologies united with customer care. Digits and logo continue the legacy through rounded corners, while company typeface for drug names and the rest of the information translates the innovative feel of the packaging. Contrast and open colors facilitate easy recognition of various pharmacological classes. The boxes are made of pressboard and utilize only one additional color on top of black, which significantly reduces packaging costs.

List the results (20% of vote)

- Number-based system enabled the company to secure its own original method for organization and branding of drugs; - Design solves a problem for patients who often struggle to remember drug names; - Pharmacists can easily find the necessary drugs; - Practitioners appreciate the simple and convenient system and tend to recommend these drugs more often to their patients; - Design ensures savings on implementation and design costs for new drugs; - The packaging helped unlock the values of the company and emphasize its key mission – making modern drugs affordable for people; - The design in this project has acquired its true meaning — it is discreet, and it does not distract from the essence while solving people's problems.