Obusforme Health & Beauty Packaging Design
Jump repositions ObusForme’s packaging with the establishment of a positive, uniform standard that focuses on the beneficial objectives of the product.
ObusForme has led the industry for years with their medically engineered line of products, making them the trusted, go-to brand for millions of chronic pain sufferers. The brand is highly recognized in Canada for delivering palpable results that enhance the quality of everyday life.
Despite their industry-leading success, Obus Forme was looking to broaden their market reach. Their current product packaging lacked emotional cues and centred on the negative connotations of the product; mainly the consequences of chronic pain suffering. This inadvertently gave the Obus Forme brand a dark, moody, and strictly clinical feeling that was working against their product line’s beneficial objectives. Suffering from same fate as many expansive brands, Obus Forme also lacked a consistent hierarchy of communication across its diverse product line. The goal given to Jump was to establish a strong, uniform positive standard across their portfolio that would extend Obus Forme’s market appeal and foster continued success.
Jump was initially engaged by Obus Forme to redesign and revitalize the packaging of their back support and pillow products, and quickly realized that a full refocus of the brand’s positioning was in order. After an extensive discovery process, Jump decided to realign the packaging to support the benefits of product use. Displaying the freedom of motion, positive imagery is employed to underscore the aspirational lifestyle of people benefiting from Obus Forme products. This new positioning is complimented by a calming colour palette of blues, yellows, greens, and white to give the layout of the package a natural, flowing feel.
In striking a balance between physical and emotional attributes, the science and engineering aspects of the product are now displayed in the bottom third of each packaging format. Retaining the technical feel, the new packaging clearly communicates the functionality of the products and their medical backing. The new positive brand alignment broadens the appeal and emotional impact by engaging not only current users, but also those looking to take proactive steps to maintain their healthy lifestyle. With a packaging design setting the foundation for a positive new brand identity, Jump’s work results in the perfect harmony of function and comfort, mirroring the product inside. The new unified packaging has further provided the standard for third party vendors to roll-out the packaging program with consistency.
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