eMed Telehealth Kit
Packaging Re-brand & Marketing Strategy
As lead designer and strategist at eMed, I helped drive a major rebrand of the Telehealth Kit, aligning its design with urgent care’s goals of accessibility and approachability. The previous design was hindered by a cluttered layout and an oversized front QR code, giving it an overly clinical feel that conflicted with eMed’s customer-focused values.
Problem
Let's visualize the struggles with the old designs. The tight layout, lack of warmth, and that overpowering QR code glaring from the box. A change was imperative.
Strategy & Ideation
I began by analyzing competitor packaging and conceptualizing new design elements. the goal was to replace the scary and unsettling perspective of medical care with something more approachable, calming, and human. I tried new colors, naming conventions, layout, and possible use of iconography.
Team Collaboration
We made strategic decisions, such as moving the QR code to the back to open up the front for a more inviting layout. we decided to introduce a cream base color for warmth and unique colors for each product in the lineup to strengthen brand recognition across product lines. Together, we finalized a design that balanced clear communication with a human touch.
Focus Group Testing
Our proposal was put to the test through nationwide focus groups. Feedback poured in, praising the new direction but highlighting concerns. The QR code, despite its size, symbolized accessibility. Our color palette, though admired, lacked vibrancy.
The Final File
The QR code returned to the front, subtly placed for impact. Revitalizing colors offered more vibrancy and contrast without compromising the initial design's integrity while also bringing black back for the first product of the lineup COVID-19 since existing customers already had a relation to it. the original product name (Telehealth Kit) also found its way back; proving to be key in recognizing the product's main selling point.
Execution & Vendor Collaboration
Upon finalizing the design, I managed vendor communications to ensure a premium yet approachable feel. This included selecting a soft-touch matte coating on 3mm thick cardboard and overseeing color matching with precise PMS and CMYK values. Through multiple revision rounds, we worked directly with vendors to guarantee quality and consistency from design to production.
Campaign Strategy
With the packaging ready, I led the visual strategy for a digital awareness campaign. Focusing on customer engagement, I led a campaign strategy that highlighted the product’s user-friendly redesign and accessibility, showcasing the Telehealth Kit’s reimagined look across digital platforms.
