Dr. Schär - Branding, Packaging

Better food for a better shape.

After the takeover by Dr. Schär the brands MCT Basis Plus and Ceres-MCT were unified to a single one - with a new formulation and scientifically-based positioning. Ceres-MCT is the brand which leads to the disappearance of symptoms in diseases involving lipid metabolism disorders, a normal diet allows and contributes to a better quality of life. A brand image and a campaign aimed at end customers and stakeholders gives us access.

The task

The task was to develop a new brand identity and a campaign towards the final consumer for a long-term usage. The new brand positioning was to be established, trust beeing built and the product benefits to be communicated.

The solution

We stay close to the topic and talk about the right eating habits in fat indigestion. We say clearly what helps. Only MCT fats must have access to the body. We establish a surprising keyframe: On aesthetically photographed skin a door knob with attached plate is shown. The text marks clearly the key role of Ceres-MCT: Conventional fats out, Ceres-MCT in. The topic is very complex, even though the targeted end consumer group is very informed on the subject. This is also reflected in the tonality of the overall communication, especially in the brochures: serious and medically competent – according to the new positioning of Ceres-MCT.