London – Design studio Pearlfisher has created a unique packaging identity for nutrient supplements brand Strong, using illustration and emotional association to connect with health-conscious consumers in a more sensitive way.
The labels of each vitality-giving product – which have names such as Sunshine Pill, Chill Pill and Brain Box – feature hand-drawn typography and customised illustrations of birds. Each bird was chosen for its emotional or metaphorical association: an owl for intellectual boost and a canary for increased happiness, for example.
Pearlfisher aimed for a visually arresting, cohesive look. ‘The idea was to create an impactful visual story using the metaphor of beautiful and elegant birds that have hidden strength,’ says founding partner and chief creative officer Karen Welman.
As the health, fitness and beauty industries become less distinct, several health products have appealed to consumers through the kind of sensual-sell packaging more common in the beauty industry. Strong’s evocative visual identity, coupled with its promise of strength and renewed youth, recall bodycare products such as Fisix and Skin Discipline.