Macleod GLBAHealth & Beauty · Adcock Ingram (Panado)
Panado: a household brand modernised and premiumised, equity kept
Range architecture, logo, kids and tub for a trusted brand.
Work by Gail Macleod, Stratcom Branding
The range
The Panado range: effervescent, capsules, tablet pack and infant drops.
The adult range
The adult range keeps the Panado blue and red and adds clearer format navigation.
Kids
The kids range, led by the lion mascot, with flavour tags.
Interactive architecture
A household brand, organised by pain state and format
The brief was to retain the equity of Panado and modernise and premiumise the logos and packaging. The presentations explored a range architecture built on pain states, and the final packs make the format easy to navigate.
Mother brand
Equity keptAdult range
Pain state on packPanado Plus
Stronger tierKids range
Led by a lionPanado. Logo font fine-tuned, colour enhanced and a metallic shine added, as small changes to a trusted brand.
Source: Stratcom Adcock Ingram client folder: Panado design concept presentation and portfolio range images.
The brief was to keep the equity of a household name and still modernise and premiumise it. The files show the answer as a system: a pain-state architecture explored for the range, a stronger logo and colour, a metallic shine, clearer format navigation, a lion-led kids range and a rethought tablet tub.
The brief: keep the equity, lift the brand
Stratcom’s own write-up describes Panado as a household name in South Africa and a tried and trusted choice for families to treat pain, with a wide range for adults and children: capsules, tablets, effervescent and syrups for children. The brief was to retain that equity while modernising and premiumising the logos and packaging.
An architecture built on pain states
One design concept in the presentations, titled Architecture A, organised the range by pain state, mild, moderate and severe, with a banner on pack that drives the pain state hard and speaks to the efficacy of the brand. The stronger Panado Plus sits above the core range in the final packs.
The kids range is led by a lion mascot, with flavour tags, and the files record extra kids options and lion discussions with the client.
Small changes, on purpose
The write-up is explicit that the changes were small. The logo font was fine-tuned and made stronger for shelf standout, the colour was enhanced, a metallic shine was added for premiumisation, and the product format was improved to help navigation on pack. Hyper-realistic product illustrations were used to drive format and standout, and the files test how the Panado blue behaves with a metallic finish.
The tub
An earlier storyboard in the Adcock Ingram client folder rethinks the Panado tablet tub: a three-dimensional lid with embossed wording, a deeper base that takes the lid when tubs are stacked, no gap on the neck, a better resting point on the shoulder and a level merchandising line. Engineering drawings for tablet-container moulds sit in the same folder and are shown here only as an example of the engineering that sits behind a pack.
What the files do not show
Sales results, and which of the architecture concepts reached the shelf in full. The files used here do not state an outcome beyond the upgraded range shown, so this page describes the scope and does not claim a result. Fees and supplier details are not shown.