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HEALTH & BEAUTY
B e
I’m so impressed with this totally unconventional take on
a medical category, usually adorned with dubious-looking
body parts, active arrows, and “breathable flashes”...
[Shudder]. Its simple brand name, which is so direct and
yet so personal, totally pared-down design, and beautifully
simple use of embossing, which makes it tactile and almost
sculptural, totally defies the expected. Bravo! It’s almost a
placebo in itself.
m k
Not only do I love the look of these molded–paper pulp
cartons and the geometric extruded forms, but the tactile
quality of them must be wonderful. The simple, respectful
type that exclaims what help is needed is a very fresh
divergence from an aisle of products that scream from the
shelf. Kudos to the designer who created this refreshing
approach in a typically boring and unhelpful category.
r W
This identity makes me smile. Sure, it breaks some of
branding’s cardinal rules, like having a brand name, for
instance. (Is the brand name Help? “Go get me some
Help!”) Yes, it might lack effective shelf impact, making it
hard to find. And yes, it might not communicate the efficacy
and credibility demanded of other medications. But, damn,
does it redefine the language of a monolingual category!
I’d love to work for the courageous marketers who would
embrace this strategy.
s W
Why, oh, why can’t more packaging look like this? Please,
enough of all the gradients and swooshes and swirls!
This is brilliant, not because it’s an over-the-top, beautiful
design solution (although the rounded edges on the trays
are lovely), but rather for all that it’s not. It does its job
concisely and manages to get in a little wink and a nudge. I
wish I had designed this.
pr o d u c t Help Remedies
de s i g n F i r m Little Fury and ChappsMalina
lo c at i o n New York, NY
cl i e n t Richard Fine
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