Promoting health
I turned Nature’s Plenty from a pharmacy newcomer into the most praised redesign in Abidi Pharma’s entire portfolio.
THE CHALLENGE
In a nutraceuticals market saturated with “health-first” messaging, how do you give a brand fresh off the launchpad an indisputable premium aura—and justify a higher-than-average price tag? Nature’s Plenty already featured bright, white packaging punctuated by four striking colours, catching a fair share of eyes on pharmacy shelves. But that visibility was only half the battle. The real puzzle was sustaining that intrigue as the brand expanded beyond its initial effervescent tablets—especially when local tastes often lean toward fuller, bolder designs, while foreign aesthetics favour minimalist whitespace. Could we marry these two viewpoints without losing the essence of either?
“It is the most impressive re-design project that has been done in our franchise. This new design gave the brand a new identity and spirit, and the brand is now enjoying a great positive image association by the consumers”
THE SOLUTION
We began by analysing how Iranian consumers respond to emptier designs—particularly in a pharmacy context, where stark white typically signals medical-grade reliability. Realising our job was to look premium but not clinical, we balanced the brand’s white backdrop with subtle gradients and pops of colour. This approach maintained the sense of a global, “imported” feel while still aligning with local preferences for visual richness. Where there was a clear colour correlation (e.g., orange for Vitamin C), we used it confidently; otherwise, we pulled from the brand’s playful palette to convey a sense of lively abundance.
Next, we tackled the language barrier between the brand’s English styling and the Iranian market’s craving for clear product benefits. Our fix was a hybrid system: concise English headlines that felt premium, supported by an icon set that made product attributes instantly recognisable. This not only avoided confusion but also boosted perceived credibility, appealing to both design-savvy and functionality-focused shoppers.
We created nine SKU packaging design solutions for Nature’s Plenty.
Finally, our campaign brought the “fizz factor” to centre stage. Drawing on research that showed the effervescent pop as a major attraction, we infused the visuals with a fun, energetic vibe. From prototyped packaging (designed to look great side-by-side) to bespoke POS stands layered with brand colours and fruit imagery, every touchpoint told a cohesive story. A spirited tagline—“[Here’s to] your health, every day!”—tied it all together and gave Nature’s Plenty a natural stepping stone for future product lines.
We tested several prototypes to assure the perfect results.
THE RESULTS
From launch day on, Nature’s Plenty quickly earned a premium reputation—no small feat in a crowded segment. Feedback from our client was unequivocally positive: “It is the most impressive re-design project that has been done in our franchise. This new design gave the brand a new identity and spirit, and the brand is now enjoying a great positive image association by consumers.” The success was so convincing that we received first refusal on future projects, proving that, with the right balance of local insight and global design, even a newcomer can command a premium spot in the market.
