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Pain relief comes in many different antidotes. Sometimes pills, maybe music, or even a nap. For designers, it occurs when we see a nice redesign of a tried and true brand. Unfortunately this isn’t the case for the redesign of the headache medicine, Excedrin — a pain reliever that has been around since the 1960s and just underwent a package makeover. The new color palette is toned down from the disjointed colors of the old. It is much easier to choose which product you need at first glance now that the design highlights the product name. There is also a tag line change from “The Headache Medicine” to “The pain stops. You don’t”.
The entire Excedrin product line.
My initial reaction to the packaging is it’s nice, but bland. The swooshes just seem so generic looking — fitting for the category, I suppose — and this being a name-brand drug you would think a little more originality would be displayed. I wonder if anyone would switch to Excedrin because it looks updated. Is there a psychology behind the products we buy based on good design or brand name, or is price the driving factor? Or, when it comes to pain relieving, whatever gets rid of the damn pain? I guess only time will tell, but for now I’ll stick to my generic drugs.
Thanks to Stacy Rausch for the tip.
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Christian Palino’s comment is:
To their credit, the new packaging is more legible and distinguishable within their product line. The wordmark "Excedrin" has certainly become more edgy and racy (how this is an improvement I'm not sure) – though undoubtedly following the trend of Tylenol.
I've always wondered why pain relief medicine, especially in the area of headache relief, looked so "extreme". Perhaps to appeal to people wanting a serious/extreme solution. Personally, for my headache relief, I'd rather packaging that was calming and soothing – even something as banal as this would be better.
Spider’s comment is:
What, no breakdown of font selection and kerning? Those are always my favorite parts of the critique. Perhaps in part 2?
On Oct.07.2007 at 10:46 AM
rynot’s comment is:
we probably won't see it in any annuals, but i find it a decent job of updating. the line extension architecture works well, the color palette is more inviting and contemporary – although the extra strength palette (new and old) makes me think of motor oil.
On Oct.07.2007 at 12:01 PM
Joachim’s comment is:
It's actually much better. I worked on re-designing the Tylenol packaging as one project for university, and it's a lot more difficult than it looks. There are required regulations that needs to fit on the box, and there's just too much text. Since a lot of seniors use the package, the current 6 point condensed type just doesn't cut it. Overall, the current Tylenol packagings are poorly designed if you were to examine it closely.
The new Excedrin packaging is much better, and I love the use of the color coding. I agree with Christian's post that method's packaging would be more appropriate and less "extreme" for the kind of medicine they market.
On Oct.07.2007 at 01:22 PM
danny’s comment is:
its not great design, but its a definite improvement in terms of branding. at least its color-coded and easy to read. think about, we all know what its like in the medicine isle. its a sea of similar looking packages. its the same for most products in the health and beauty section. there's an endless number of specialized products; hell it took me 2 hours to find oil free moisturizer at target. The excedrin packaging, while bland, may give it enough of a differentiation from other products to gain the brand advantage over tylenol.
On Oct.07.2007 at 01:42 PM
danny’s comment is:
oh and since the tagline changed, does that mean we can say farewell to the breathy, close-up confessional style commericals? they were almost square enough to be hip.
On Oct.07.2007 at 01:46 PM
Mark’s comment is:
Ugh.
I hate the way it's all caps now it looks so cheap...
It almost gives me a headache looking at it.
What's with the italics???
On Oct.07.2007 at 02:36 PM
Mark’s comment is:
A nice sanserif font would've done them good.
On Oct.07.2007 at 02:46 PM
Anonymous’s comment is:
Wow, that is horrible. A bad Tylenol ripoff, actually.
On Oct.07.2007 at 03:41 PM
asen’s comment is:
I like how for some designers colour-coding is the mother of all differentiation.
I have nothing against (and quite frankly nothing going for) either of the designs, partially because they mean very little to me and when everything boils down to choosing a headache pill I will go for whatever I know truly works.
Such semi-commodified, generic medicines, seem to be such a lost cause that sometimes I think these companies should try 'ironic' branding.
On Oct.07.2007 at 07:44 PM
Ryan’s comment is:
I don't care for the design, but a lot of us designers forget that good design isn't always attractive to us. Design is, first and foremost, supposed to be functional. These Excedrin package designs do what they're supposed to: attract attention to themselves and clearly describe their purpose (Migraine, PM, Tension, etc). While I think the designers could've gone a bit further to make the box more attractive, I think they succeeded in their task and I'm sure Excedrin is quite happy with the results.
On Oct.07.2007 at 08:01 PM
Jon Dascola’s comment is:
Good point Ryan.
Recently I've been struggling with thoughts like that myself. When it boils down to it, the true essence of design is communicating. I realize we have responsibility (and pleasure) of keeping things attractive, but is there a point when something become too "ugly" it stops working? I don't think so. Assuming legibility is still in tact, isnt arguing about the subjectivity of beauty somewhat a frivolous matter?
I'm not personally fond of this new packaging, but I'm sure it satisfies the brief and pleases the clients, which makes it "good" design.
On Oct.07.2007 at 08:51 PM
Tyler’s comment is:
I agree with ^Ryan^, the design is not attractive but displays the necessary information clearly. The color coding only enhances its informative clarity. However, I can see this color coding being used as a quick fix. It is Excedrin's job to fully embrace the system and not stray away in order to maintain their strong brand.
On Oct.07.2007 at 09:01 PM
Von Glitschka’s comment is:
This new branding will blend into the current shelf presence of competing products so much I'll feel like I am playing "Where's Waldo" as I try to find the medicine of my choice.
I do prefer Excedrin over Tylenol for treating headaches however and now based on the new package design it may also cure insomnia as well?
On Oct.08.2007 at 01:34 AM
Dale’s comment is:
Further to: "why is headache-relief design so extreme?" This doesn't seem so mysterious. I'm a migraine sufferer and, like most headachey sorts, I want the pill to be potent and immediate. The (aggressive) action, not the (peaceful) result, is the sell. I suspect "Method"-type packaging would look too wimpy and ineffectual for the majority of consumers.
As for this redesign, not bad. But not something I can feel passionate about.
On Oct.08.2007 at 01:38 AM
petenik’s comment is:
The formulas for "extra strength" and "migraine" are identical, "back & body" the same minus the caffeine. The color coding is not good design when it is manipulative if not outright deceptive. For example, the "Dual ingredient formula that works two ways" of the back & body formula is the same dual ingredient formula (aspirin + acetaminophen) that works two ways in extra strength and migraine variations.
Packaging commodity medications as premium, pseudo-specialized brand-name meds is taking advantage of consumer ignorance and laziness, putting the most basic active ingredient information in the smallest, least accessible type (for example the last level of information on website).
The Excedrine type itself looks like a deliberate copy of Tylenol, just more slanted. Tylenol also repackages identical formulas under different "brand extensions: their "arthritis" formula is identical to their "8 hour" formula.
Dishonest, faux-premium corporate package design for a generic commodity medication
On Oct.08.2007 at 01:41 AM
Anonymous’s comment is:
So the designer specifically color coded the packages to be manipulative and deceptive, as if they are the mastermind behind the entire company? I'm sure they had no choice for the size and prominence of the active ingredient information either.
Consumer ignorance and laziness is taken advantage of with any brand-name product; it's called marketing.
As much as I would also like to see the Method style of packaging in products like this, I think it's a step in the right direction.
On Oct.08.2007 at 10:22 AM
Tom Lewek’s comment is:
So the designer specifically color coded the packages to be manipulative and deceptive, as if they are the mastermind behind the entire company? I'm sure they had no choice for the size and prominence of the active ingredient information either.
Consumer ignorance and laziness is taken advantage of with any brand-name product; it's called marketing.
As much as I would also like to see the Method style of packaging in products like this, I think it's a step in the right direction.
On Oct.08.2007 at 10:23 AM
exigent’s comment is:
Nice color coding design.
Tylenol... eat your heart out.
I thought that the difference between Tylenol and Exederin was the addition of caffeine which somehow makes it work quicker or some garbage like that. I know that caffeine will hinder muscle pain, so with back and body, it definately makes sense.
On Oct.08.2007 at 11:10 AM
Kyle Hildebrant’s comment is:
I don't understand the strategy behind this at all.
This is a product that I am a HUGE consumer of, and to which I am very "brand loyal".
I actually LOVE Excedrin. It seems to be the only product that really relieves my (all to frequent) headaches.
"The headache medicine." was the perfect tagline for me (and I presume most others) because it directly addressed my needs and supported my own feeling of "this is the only medicine that stops my headaches."
The new tagline is vague and meaningless to me.
The BIGGEST brand equity points that, IMHO, should have been carried over from any type of re-brand would have been the colors. The dark red and dark green. It's very unique for its category, and it is the majory equity vessel for the previous identity. When I scan the shelf, thats what I'm looking for. The red. The green.
I understand the "desire" for sub-product identification, and the subsequent application of color coding. It's a hard thing for a marketer to resist. However, I don't think it serves the brand well. The focus should be the green and red. anything else should be secondary.
As a designer, I'm obviously not thrilled with the new typography. There's been enough said about that already.
Will I quite using Excedrin? Of course not. But I am sad to see the strongest, most identifiable elements of the brand identity go to the wayside.
Clearly a bad redesign.
On Oct.08.2007 at 01:33 PM
Kyle Hildebrant’s comment is:
Also,
From a marketing perspective, the addition of a "PM" extension was a good move. I have seen it working. People I know who are loyal to the Excedrin brand were often purchasing Tylenol PM, but now purchase the Excedrin PM.
So I do like that brand extension.
On Oct.08.2007 at 01:36 PM
C-Lo’s comment is:
I think it's a good cleanup. Won't win anything, but I think it's an improvement. The working of colors in the swish and for what the ailment is is a good way to work the shelf identity, and get the box noticed. The old box (as is a lot of shelf medicene) was more bent on getting the namesake out there, and did it in a generic, Microsoft Office feel. This goes the route of instead of my name loud like everyone else, let's use colors and some basic visuals. Besides if it were more then the waves behind the letters it would be distracting. Not what you want for a package; not what you want someone with a headache trying to read. If your buying something that says "headache medicene" Do you really need a picture of a head throbbing? Sublety is the key here, and little tie-ins such as the little tail by the last letters of Excedrin work the swish ripple and brings it into the letters.
On Oct.08.2007 at 02:46 PM
nicelogo’s comment is:
"You caught us. Our brand manager give's up. There is no difference between brands except for price. We wish we had invested in ED research, but didn't. We still got screwed. Go generic!"
On Oct.09.2007 at 12:33 AM
Kyle Hildebrant’s comment is:
C-Lo:
With all due respect, I disagree with everything you said.
On Oct.09.2007 at 01:47 AM
Patrick Senecal’s comment is:
This is really generic design. Nothing new here, nothing refreshing, nothing interesting. I think there is definitely place for improvement in the "drugstore packaging" industry. Give us something that looks pure, clean, soothing. Not some 1990s wave forms with outlined italic type! Fortunately, there are companies doing good work out there.
LKM’s comment is:
When it comes to meds, trust sells, I think. The new design doesn't say "trust me," it says "I'm hip and modern," which is not really what I want to hear from medicine.
On Oct.22.2007 at 08:48 AM
Stacy Rausch’s comment is:
John - thanks for picking up the post, you were obviously able to find out a little more information than I was...
Anyway. one of the reasons I did bring this redesign up was because I thought I was buying the wrong thing at the store. at the time I saw the redesign in action for the first time, the store still had the old packaging on the shelf along with the new ones. I actually had to back track and make sure I picked up the correct product.
I have to agree with Kyle, in that I am also a huge fan of the product - I am a migraine sufferer as well, and this is the only thing I have found that works for me.
I am not necessarily a fan of the new packaging.
I liked the old design for what it was, the green, yellow and red packaging among the mass amounts of other "headache medicine" and pain relievers was easy to spot..
Now, I feel like I have to search for it on the shelf - among 5 other Excedrin products no less.
simon’s comment is:
The fact that we all sit around and anilize our pill boxes is a bit scarry. Im i to belive that with all the benifits of the pill our choice still comes down to the colofull design on the box? I think that no matter what we do its a buetie contest, im not ot hard on the eyes do that make me worth more? The package my relife comes out of could not matter less to me as long as the dam pill dos what is clames to! But there is a spect of of this I do see t.v. The meda is astonding look at the advertizments that run will this pill realy make my life better ? Will it ? I think not ! Hey its your time though wast it ranting abought how boring your pill box is if you feel the need.
On Oct.31.2007 at 03:07 PM
Rachel Campbell’s comment is:
I like the old version. It was easy to recognize on the shelf among everything else. The new one just blends in and I have to hunt for it.
On Nov.19.2007 at 12:33 PM
Mark’s comment is:
I saw the new design on the bottle for the first time and I have to say it's not exactly that bad in person, but it could take some time to get used to it.
On Nov.20.2007 at 11:55 PM
Ed’s comment is:
I had a serious neck injury six years ago and somtimes get severe head aches. The Dr said nothing would help it. Well Excedrine extra stenghth "The Head Ache Medicine" has been the only thing to work. It has worked fast and everytime for years. With all the different ones out there, We always got the one that said "The Head Ache Medicine." I hope it hasn't changed. I hate to see that wording removed.
On Mar.19.2008 at 12:35 PM
Anonymous’s comment is:
let's just put it as clear as this phrase " simplicity is beauty" - the cleaner the simple it is the more it will stand out from the rest...well copy and composition is also important besides making it cleaner and simpler...and as i differentiate the first from the new design they made, i therefore conclude that its still the same old cluttered design...mmm it's improving though...
On Feb.26.2009 at 02:28 AM
AndrewBoldman’s comment is:
Hi, good post. I have been woondering about this issue,so thanks for posting. I’ll definitely be coming back to your site.
On Jun.04.2009 at 07:33 AM
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