Muscle pain sufferers want fast relief without the mess of ointments and rubs. Mentholatum, a global health and wellness company, introduced the technology of pain relief patches in the 90’s and owned two brands in the topical pain management segment: WellPatch (relieving pads) and Deep heating (muscle rub).

Increased competition from large CPG players and aggressive retailing practices led to increased shelf clutter and lower shelf visibility. Mentholatum wanted to investigate the relevance of supporting two brands (WellPatch and Deep Heating) delivering a similar benefit.

Recommended an overbrand strategy leveraging brand awareness and expressive power of the ‘Deep Heating’ brand as a family brand. We designed a disruptive metallic pack expressive of the dual cooling and heating benefit of the product; we enhanced range navigation through simplified information hierarchy, use of color coding and pictograms. We then applied the same visual system to Deep Heating to create a stronger sense of a family of products.