Hansaplast is one of the world's best-known brands for healthcare products and is deeply linked to Beiersdorf's DNA. The brand has a wound care product for almost every need. This requires a clear structure as a reliable orientation for the consumer.
The aim of the relaunch was to increase the visibility of the brand, to maximise the performance of the different categories, as well as to strengthen the Hansaplast brand in the competitive environment.
The dynamic plaster illustration and a high proportion of white on the packs create a strong medical tonality, as a reference to the many years of expertise of the Hansaplast brand. The communication area under the generous logo is consequently structured. All relevant aspects of the product's application and effect are conveyed directly and comprehensibly. The product names are large and are complemented by explanatory benefit claims. These are once again clearly structured and prioritised by the size of the typography and in their arrangement.
Our relaunch design created a stringent design architecture for the Hansaplast range, which we adapted across the entire selection. It ensures consistent, comprehensible orientation on the packaging and a high impact at the POS.
