Member Article

VERFORA awarded European Launch of the Year

The OTCToolbox CHi Award for European Launch of the Year goes to VERFORA, which was accompanied by the brand and communications consultancy Creative Leap.

One of the judges for this CHi Award was impressed with the way VERFORA has tapped into the heritage of Vifor Consumer Health whilst at the same time creating a fresh, modern and healthy brand.

Another judge remarked that “reinventing the company image and product portfolio was no mean feat”.

Creative Leap was tasked with creating a new umbrella brand capable of holding together a diverse portfolio of OTC products.

The first step was coming up with a new name. Creative Leap and the client were both convinced that VERFORA was “sufficiently tied to the genesis of the brand to ensure consistency whilst also having a sense of uniqueness and suitability for a consumer audience”.

VERFORA comes from the Latin words veritas, which means truth, and forum, which is associated with the open exchange of ideas. The name “signals scientific provenance and trustworthiness to consumers and healthcare professionals”, explains Creative Leap, “whilst communicating dialogue to its internal stakeholders”.

The next stage was developing a visual identity for the name. Research has shown the letter V “tied together the old and the new” and appeared to be seen as a “checkmark to appeal to both consumers and healthcare professionals”.

Once new branding and brand guidelines had been established, Creative Leap set about refreshing front-of-pack designs across VERFORA’s core therapeutic categories including dermatology, insect repellants, nasal decongestants and pain relievers.

Creative Leap says the “basic layout and information architecture of the packs remained similar to the original design, but we applied the new branding – complete with the brand mark and revised V graphic – to the full portfolio of 140 stock-keeping units”.

The consultancy adds that several new ranges have been developed under the VERFORA brand including food supplements, medical devices, and mother & baby products.

This was posted in Bdaily's Members' News section by Simon James .