ABOUT

In biopharmaceutical development, what comes out of your research depends in large part on what goes into your research models. Ensuring your study animals have the most appropriate diet is critical to maintaining consistent, reliable research data.

The Challenge
When Harlan Teklad was acquired by ENVIGO in 2015, The Mission Control Communications was tasked to ensure the smooth integration of the product range into the wider ENVIGO brand structure, whilst ensuring key identifiers were not lost during the migration.

Recognising that change could be seen to undermine the required consistency that defines the quality and effectiveness of the product range itself, the decision was taken adapt an evolution over revolution brand approach.

The Solution
The new design purposively retains key identifiers from the old packaging whilst introducing a fresh and vibrant new colour swatch that successfully reflects the positive outcomes championed by ENVIGO and the investment the brand will bring to the product range. This bridging strategy ensures that hard earned brand equity was not lost in the process and indeed, became an underpinning justification to propel the rebrand.

Understanding the way in which the packaging functioned in its working environment allowed us to ensure that key visual triggers were strategically positioned. Building on the premium nature of the product range, the tangible values of the packaging were also addressed, with the selection of a craft substrate that offered the optimum protection to contents whilst also enabling a higher degree of clarity in the quality of print finish.

It was fundamentally agreed that the redesign of the packaging suite must reflect the seriousness of the product range and not devolve into design for designers, but rather, focus on design for scientific effectiveness.

The Result
The complete suite of brand packaging launched worldwide in 2016, and The Mission Control Communications continued to work with ENVIGO Teklad to originate an extensive deck of advertising, marketing and exhibition materials in support of the brand.