The challenge
Grether’s is well known for its efficacy, high-quality ingredients, and vintage-look packaging. However, the presence of copycat products on shelves has cast a shadow over the original brand. To reconnect with its audience, Grether’s seeks to maintain its unique style and originality while conveying a sense of closeness to its consumers.
The solution
The design refresh strikes a balance between modernity and the vintage look that defines the brand's identity. The language and appearance have shifted from a product-centric to a lifestyle-oriented communication style, while still emphasizing the product benefits.
The brand refresh aimed to highlight the uniqueness of the brand’s heritage and bring it into the present day. We achieved this by purposefully removing some ornamental elements from the design and adding a few distinctive elements with character.
To create a vibrant visual aesthetic for product ads, the products are paired with natural ingredients and pastilles. The combination of product and hero components highlights the company's philosophy revolving around natural ingredients.
To celebrate the tradition of the original soft pastilles for throat and voice, the year of the company’s foundation has been added to the logo as an optional element. To convey the brand’s genuine self-confidence and modernize the logo, the word “pastilles” no longer appears. A distinctive font reminiscent of the logo’s font has been introduced for the brand to express its unique character and express itself with warmth.
With a collection of heartwarming moments that bring together an array of diverse characters, the newest Grether’s TV commercial highlights the brand’s commitment to providing a premium product for a diverse group of consumers with different needs. The commercial begins with a tribute to nature, a vital component of the Grether’s philosophy, then shifts to a more urban setting before concluding with a captivating performance by Swiss singer-songwriter Anna Känzig. The commercial was developed together with Shining Pictures and directed by Andreas Mäder.
Grether’s is a brand that unites individuals across generations who prioritize looking after throat and voice – even world-renowned performers like Ariana Grande appreciate its quality.
Website: grethers.ch