Featured image from Pearlfisher
Some things in this world are hard to talk about. Viagra, in particular, is even more challenging to package. The familiar blue pill used to treat erectile dysfunction in men is widely available in pharmacies around the world. But admitting to buying the drug usually results in an embarrassing conversation.
On Oct. 9 Pearlfisher, an award-winning independent design agency released new branding and packaging for Viagra. The uncomplicated yet clever design is a marked improvement and the overall concept is incredibly successful. It makes you want to buy the box for the design alone.
In an article on The Dieline, Dan Gladden, Pearlfisher’s design director, best explains his team’s strategy: “to communicate the product’s effect rather than the problem … a key consideration was to create [an experience] that would be as impactful and memorable as possible.”
Viagra’s old packaging was boring and uninspired. Photo from Media Commons.
Previous packaging for Viagra was lifeless in its clichéd white and blue packaging. The different typefaces competed and no hierarchy was present. Several elements, such as colored squares at the top right corner served no purpose aside from filling in an awkward negative space. The logotype also appeared warped, stretched horizontally to line up with secondary information underneath.
The new branding finds a balance between familiarity with the old look and a dose of wit. Pearlfisher kept the sans serif-style typeface that appropriately reflects the powerful macho voice of the Phizer brand. However, they extended the vertex of the V and the apex of the A beyond the ascender and descender lines. This evokes a stronger emphasis on the logotype as the focal point of the packaging.
The diagonal lines created by the logos are also used to create other graphic elements that add dimension to the blue background, which mimics the same shade of blue as the pill. On the V there’s a white gradient that creates a spotlight effect, while on the A, a colored triangle indicates what type of Viagra the box contains. Different colors — magenta, blue and green — help buyers immediately recognize the type they want at a quick glance. Related information, particularly dosage and amount, sits comfortably within this triangular shape.
The new design balances function with form in packaging that evokes strength and power. Photo from Pearlfisher.
An outstanding feature of the packaging is the way the box opens. The perforation along the left stem of the last A is another way Pearlfisher emphasizes the diagonal lines. It’s not just a clever design; it’s easier to open.
The only drawback of the new Viagra box is that it is currently only released for the Russian market. Hopefully, the international market will also be able to experience the full effects of this mind-blowing blue packaging.
Gabby Manotoc has been Creative Director for District for the past three years. She also designs the Port City Review, the student produced and curated annual literary arts journal of SCAD.
