PROCure Brand Camouflage: From Fitting-In to Standing-Out

PROCure—a first-of-its-kind line of first aid products that effectively blend proven active ingredients with unique botanicals to achieve results above and beyond traditional monograph options—is set to unveil a completely redesigned package line-up by New York City-based design firm, The Goldstein Group (TGG).


For years, the line-up, which includes Hydrocortisone Cream, Bruise Remedy Gel, Epsom Salt Rub, Rosacare Face Cream & Witch Hazel Gel, was camouflaged. On shelf, the packages barely stood out from their competitors—receding from view. Change was past-due. Jessica Donoghue head of PROCure Marketing said, “We tapped The Goldstein Group, for their strategic eye and stellar reputation. With their proprietary design logic, I felt confident that they could turn PROCure from forgotten to stand-out— elevating our brand equities and highlighting our unique point of difference.”



Before
After

The redesigned packages were strategically crafted to attract attention on shelf. Each new design prominently features the botanical ingredients. Terri Goldstein, founder and CEO of The Goldstein Group, said, “When we we’re first introduced to the brand, it didn’t communicate it’s unique ingredient story & we couldn’t find it when we went to the stores. So, we started with a sound shelf strategy and translated that to a package design that not only grabs attention but can also be understood almost immediately.”


Each new design prominently features the botanical ingredients. Claudia Arisso, cocreative director at TGG explained that the natural additives were what differentiated the brand in a sea of offerings and needed to be front and center. “We were inspired by the PROCure mantra ‘wonders of nature and the wisdom of science’ and translated that into a brand package that communicates it’s natural position and it’s scientific efficacy.”


When consumers shop, Goldstein explains, color is the first thing they notice, with shapes and symbols next. The firm introduced new colors into monochromatic categories. “We made PROCure’s Hydrocortisone cream a fresh green color to separate it from famously red brands like Cortizone 10, she said.

They also transformed Bruise Remedy into a distinctive periwinkle blue.


“We we’re so pleased with the result. Working with Jessica and tapping into her keen brand management was a pleasure,” Goldstein said. She concluded by saying, “We are excited for the future.”


For brand management contact Jessica Donoghue atjdonoghue@profootcare.com


For design and creative strategy contact Terri Goldstein at terri@tggsmart.com

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