New Tool: PMMI ProSource
Check out our packaging and processing solutions finder, PMMI ProSource.

Creating 'telegraphic imagery' for P&G

P&G Healthcare's new pain relief package is designed with “telegraphic imagery,” using product photography and graphic symbols to explain the fundamentals of ThermaCare’s pain relief process.

Pw 16249 Therma Care Pkg

When Cincinnati-based Procter & Gamble Healthcare created a new pain relief product called ThermaCare, the company looked to Libby Perszyk Kathman (Cincinnati, OH) to create a brand-identity program that would engage and educate consumers about the product’s benefits, features, and usage application. The product aims to deliver pain relief and muscle relaxation by providing “wearable heat” through an air-activated heat wrap that fits under clothing. “LPK developed the visual language to express this breakthrough product to consumers in-store,” says Brian Niccol, ThermaCare brand manager. The design uses a warm, soothing color palette and detailed product usage visuals to communicate how the product looks, what it does, and how it works. Designers developed a “telegraphic imagery” system using product photography and graphic symbols to explain the fundamentals of ThermaCare’s pain relief process. The new product rolled out nationally in January.

Rethinking Packaging Robotics to Prioritize Flexibility
In this eBook, you’ll learn how to guard against the traps that CPGs sometimes inadvertently set for themselves when implementing robotics that lead to automation “brittleness.”
Read More
Rethinking Packaging Robotics to Prioritize Flexibility
Special Report: Track & Trace
Discover new tools to approach the supply chain that allow you to leverage your data, see real-time visibility, and forecast future sales. You’ll also learn about KH Hive, an in-house digital demand planning tool that Kraft Heinz created to help the company realize its goals, forecasting sales expectation down to the SKU level, location level, and daily level.
Read More
Special Report: Track & Trace