Foot care is a complicated category with many types of products for different needs. One of the primary objectives was to rationalize the product portfolio and create clearly defined product segments.
The new brand identity for Dr. Scholl’s is a dramatic departure from the previous typography. The logo and new packaging designs are clean and simple. The packaging is designed to distinctly display the products and communicate the benefits of each. For example, clear packages feature a small window. This allows people to touch and experience the new Shock Guard texture that provides all-day pain relief.
