Free The Birds refreshes Berocca’s identity to ‘spark positivity’

Creative agency, Free The Birds, worked with global life sciences company, Bayer, to develop a new brand identity for its effervescent drink and vitamin tablets, Berocca. The refresh aims to strengthen the brand’s market position.

The previous packaging design did not clearly communicate Berocca’s level of efficacy. Free The Birds took the challenge of refreshing the brand identity for the consumer health market and elevating its new brand purpose globally.

“Berocca is a heritage brand that you can spot in almost every household. As such, the new brand identity had to retain the existing brandmark, but elevate its positioning on the consumer health market,” says Nick Vaus, partner and creative director of Free The Birds.

The design agency updated and created a cohesive global packaging design to reiterate the brand messaging, ‘The spark to positive energy’ across the full Berocca portfolio. 

The newly introduced dual benefit icons and ‘What is Berocca for’ section aims to resolve previous ambiguity around the product’s health purposes and aids consumer navigation on shelf. By redesigning the back of the pack and adding a specific layout for the ingredients, Free The Birds made the scientific aspects of Berocca more accessible. The new packaging seeks to promote the clinical evidence that the product works. 

The original Berocca bullet evolved into a more modern device that holds the brand name on pack and aims to have a stronger authority and brand presence on shelf. Free The Birds also added an energy burst symbol alongside the logo to resemble the product’s health efficacy. 

The colour palette was improved across the portfolio to ease navigation. Primary Berocca colours (yellow, orange, light and dark green, silver, black) define the ‘Energy’ and ‘Boost’ ranges while flavour colour palette differentiates the lozenges across the portfolio. 

“Our brand needed a refresh in order to further engage the consumers, who are putting self-care and wellbeing at the forefront of their shopping experience. Free The Birds has been an excellent partner to our brand journey and has reinforced our product benefits on pack, whilst remaining consistent with our legacy,” Chris Padain, VP head of design and packaging at Berocca.

“The new global cohesive design framework stands out on shelf and emphasizes the brand’s key messaging around positive energy,” adds Vaus.