eMed Telehealth Kit
Packaging Re-brand & Marketing Strategy
While collaborating with eMed, we helped drive a major rebrand of the Telehealth Kit, aligning its design with urgent care’s goals of accessibility and approachability. The previous design was hindered by a cluttered layout and an oversized front QR code, giving it an overly clinical feel that conflicted with eMed’s customer-focused values.
Problem
Let's visualize the struggles with the old designs. The tight layout, lack of warmth, and that overpowering QR code glaring from the box. A change was imperative.
Strategy & Ideation
The process began with an analysis of competitor packaging and the conceptualization of new design elements. The goal was to replace the scary and unsettling perspective of medical care with something more approachable, calming, and human. This included exploring new colors, naming conventions, layouts, and potential uses of iconography.
First Draft
Strategic decisions were made, such as moving the QR code to the back to create a more inviting layout on the front. A cream base color was introduced for warmth, along with unique colors for each product in the lineup to strengthen brand recognition across product lines. The final design achieved a balance between clear communication and a human touch.
Focus Group Testing
The proposal was put to the test through nationwide focus groups. Feedback highlighted praise for the new direction while also addressing concerns. The QR code, despite its size, was seen as a symbol of accessibility. The color palette, though admired, was noted to lack vibrancy.
The Final File
The QR code was returned to the front, subtly placed for impact. Revitalized colors introduced more vibrancy and contrast without compromising the integrity of the initial design, while black was reintroduced for the first product in the lineup, COVID-19, to maintain continuity with existing customer associations. The original product name, “Telehealth Kit,” also made a return, proving essential for highlighting the product’s primary selling point.
Execution & Vendor Collaboration
Upon finalizing the design, vendor communications were managed to ensure a premium yet approachable feel. This included selecting a soft-touch matte coating on 3mm thick cardboard and overseeing color matching with precise PMS and CMYK values. Through multiple revision rounds, direct collaboration with vendors ensured quality and consistency from design to production.
Campaign Strategy
With the packaging ready, the visual strategy for a digital awareness campaign was led, focusing on customer engagement. The campaign highlighted the product’s user-friendly redesign and accessibility, showcasing the Telehealth Kit’s reimagined look across digital platforms.
