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Designing sustainability into OTC pharma packaging

Kara Errickson, Industrial Designer, discusses package design issues for Hyland’s 4 Kids Bumps ’n Bruises® with Arnica, an ointment stick to provide natural relief of pain, swelling, bruising, and soreness for children.

Kara Errickson, Industrial Designer, discusses package design issues for Hyland’s 4 Kids Bumps ’n Bruises® with Arnica, an ointment stick to provide natural relief of pain, swelling, bruising, and soreness for children.
Kara Errickson, Industrial Designer, discusses package design issues for Hyland’s 4 Kids Bumps ’n Bruises® with Arnica, an ointment stick to provide natural relief of pain, swelling, bruising, and soreness for children.

Question: As an independent designer, what is your role in Hyland’s new package redesign for Bumps ’n Bruises?

Kara Errickson: This is my first foray in terms of pharmaceutical industry package design. What that means for Hyland’s is that sometimes you want to bring in people from outside of your given field or industry to lend a fresh perspective. I'm not a pharmaceutical packaging expert. I'm an industrial designer who has worked in consumer packaged goods, primarily in the personal care industry, which focuses more on glamour and the consumer side of the experience versus the technicalities required for pharmaceutical packaging. Still, this is an over-the-counter product, and packaging is what the consumer sees first.

Although consumers first see the windowed folding carton on the shelf, isn’t the real innovation focused on the primary package inside the Bumps ’n Bruises outer carton?

Annual Outlook Report: Sustainability
The road ahead for CPGs in 2025 and beyond—<i>Packaging World</i> editors review key findings from a survey of 88 brand owners, CPG, and FMCG readers.
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Annual Outlook Report: Sustainability
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