The directive was clear. Delsym was to be repositioned as a family-friendly medicine brand that provides safe, effective solutions and comforting support for modern, busy households. Reckitt’s In-house Brand Experience & Design Team partnered with agency Landor to bring this vision to life.

First, we defined our target consumer group and established an ownable, purpose-led demand space– ‘Family Comfort’. Next, we translated our ‘Family Comfort’ positioning into a well-rounded and strategic brand identity. Then, with a firm brand foundation in place, we moved into developing a futureproofed packaging design system and brand world/visual identity). We designed Delsym’s new brand elements intentionally, ensuring the visuals expressions worked harmoniously with the new brand footprint. We even found a way to honor Delsym’s key brand tenets (efficacy, safety, and loving care) within the codes of our logo.

We were able to drive the work forward at an expedited pace by blending our internal creative team with external agency partner, Landor. In this dynamic and highly-collaborative project environment, we frequently engaged with key stakeholders and utilized a model of testing early and often. By validating creative visions and design solutions with real data (and keeping executives in the loop), we were consistently able to gain alignment and secure critical decisions– ultimately leading to a project delivered on time and within budget.