The Focus
Creating a packaging structure for Untox, an anti-hangover pill from Piramal Healthcare
Required the pack to be convenient and easy to carry
Needed to remove the ‘medicative’ aspect from the pill
The Design
Elephant designed a structure inspired by shirt pocket-sleeves; making it easy to carry in pockets too
Packaging combined paper and cardboard to create an effect that opting to use this product was a lifestyle choice – and not a medical compulsion
The Story
In 2010, Piramal Healthcare acquired the techniques to create a “Anti-Hangover” Pill out of rice bran, something which was previously unheard of at the time. Today, that market has quite a few entrants, but Untox is something of a progenitor.
At the time, the parent company was also creating a lot of fresh over-the-counter products which aimed at creating an entire ecosystem of services that catered to a DIY-style of holistic, healthy living. Untox was one of these.
Piramal approached Elephant with two key propositions when it came to creating a packaging structure for Untox: one, the packaging needed to be nifty and convenient to carry. Second, it also needed to not look like a chronic type of medication, where consuming the product would make it look like a hypochondriac’s pill-popping fetish. Simply put, it needed to veer away from the pharmaceutical, medicinal character that pills often acquire.
“Piramal approached Elephant with two key propositions when it came to creating a packaging structure for Untox: one, the packaging needed to be nifty and convenient to carry. Second, it also needed to not look like a chronic type of medication.”
The Pocket Sleeve
Elephant decided to emulate a shirt-pocket style sleeve for the packaging structure, which would then contain a blister pack of two tablets. Its design and form are such that it can be conveniently slipped into any pocket, purse or mobile container.
While this makes it easy to carry around, the slide-in and out feature of the inner blister pack adds a nifty touch.
“Elephant managed to convey the image of Untox being an easy-to-use, healthy product that simply improves upon one’s lifestyle and allows for liberal choices as opposed to making it look like a medical regimen.”
The Picture of Health
Most over-the-counter healthcare products run the risk of appearing too medicinal in nature, which makes the consumer look like they’re popping pills due to a problem, or an ailment. This also makes consumers averse to picking up such products because the perception of poor health weighs on their minds.
We decided to remedy this through the packaging – which is unconventional and differs starkly from other products in the category – and also the graphics, which are playful, informative and non-intimidating.
This conveys the image of Untox being an easy-to-use, healthy product that simply improves upon one’s lifestyle and allows for liberal choices as opposed to making it look like a medical regimen.
“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”