pan-european pharmacy packaging

Following the unqualified success of the BENU brand, (created by Guerilla, launched in 2012 – now the market leading pharmacy brand on mainland Europe), pharmacy retail and wholesale giant The PHOENIX Group approached us to create their latest own label range, LIVSANE, intended for distribution to independent pharmacies across Europe.

6 LIVSANE VMS products on orange background

We were duly briefed to develop a premium brand identity and an initial range of packaging for over 300 products to be distributed to independents across fourteen European countries.

Here at Guerilla, we love a challenge, and in this case, the challenge was to establish a language and naming convention robust and flexible enough to work effectively (and be compliant) in multiple countries. Working with PHOENIX teams across Europe, a detailed set of multi-lingual packaging guidelines was duly created to ensure consistency across a wide and varying range of languages, packaging sizes and formats, from folding boxes to blister packs and tubes.

LIVSANE VMS vitamin, minerals and supplements packs from above
LIVSANE VMS Effervescents Range on orange background
“A significant challenge in a significantly growing assortment is to meet customers’ expectations and to communicate the brand values on all LIVSANE products in the best way. Guerilla is a strong partner in developing our Private Label range from the drawing board to final product packages distributed in 14 different countries in Europe.”
Rüdiger Gieringer, Head of Operations & Non-licensed products ( PXG Pharma GmbH) at LIVSANE
LIVSANE First Aid Range on blue background
LIVSANE Statistic LIVSANE effervescent tubes on pharmacy store shelf
LIVSANE Herbal Drops in pharmacy store hook LIVSANE Statistic

To help customers quickly find what they’re looking for, we split the range into eight colour-coded sub-categories so each product range has its own colour palette. 

Production quality and colour replication should always be consistent and managed in order to ensure that every LIVSANE product appears uniform on the shelf to our customers, regardless of whether they were in Germany or the Czech Republic!

Because our artwork would be sent to printers all over Europe it would be challenging for us to retain this level of control, so our design team created a unique packaging bible, a swatch book containing colour references for the entire LIVSANE range and lots of useful guidance for printers. Ensuring consistency of colour and high print quality that has helped maintain PHOENIX’s reputation for quality and value amongst customers.

LIVSANE Ear Thermometer Pack on purple background LIVSANE ovulation and pregnancy test packs on purple background
2 LIVSANE Callus File packaging designs on blue background
Back to Our Work