SECONDARY PACKAGING

Patricia Wexler MD Dermatology is a complex copy-heavy brand with multiple messages. Using a typographically disciplined “billboard” approach to design, we created a grid system for information hierarchy. The ‘doctor was in’ by highlighting the “problem” in a dramatic design resolve and a straightforward product naming strategy for the “solution”. In addition, this billboard design includes ingredient call-outs, results garnered with use, and a navigational bar so the consumer knows what skin type is advised.
The back side of the box includes a quote from the doctor (the voice of authority), deliberately dense informational feature and benefit copy, and doctor’s directives.