Branding- and Packaging Design for dm's Mivolis
Redesign of the brand and packaging of the private label "Mivolis" of dmThis redesign is part of the course "Vom Zeichen zur Marke" – from mark to brand – in the winter semester 2020/21 at the Fachhochschule Potsdam overseen by Prof. Matthias Beyrow. None of the resulting designs is official.
Together with the coursemembers of the course, we looked for products with unflattering designs and chose „Mivolis“ – a medicine (ish) private label of the German drugstore chain "dm". This documentation shows my process of the brand re-design.
Logodesign
As a startingpoint for this project I chose the logo. In the picture in the top-middle is the currently used logo. A blue ovale shape with a gradient which "simulates" a 3rd dimension. On top of that is the text "Mivolis", undelined with a gradient of the dm-colors. Right aligned above the "Mivolis" text is the dm-logo with a white stroke.
Not ideal in any way, shape or form.
The dm-logo must, of course, also be present, as this is their private label. Sitting on the median of the "Mivolios" text, I've placed the letters "dm" in their house-font The Mix from Lucas de Groot inside a circle. This has the double meaning of acting like a trademark, which is normally also presented inside a circle, but with the letters "TM" instead of "dm".
The finished logo looks like this
Packaging
A new logo alone doesn't solve all the design problems though. The packaging of their products has a lot of critique-worthy bits and pieces.
Design System
A flawless designsystem needs (almost) always applicable rules for the design and layout. Those need to express my focus on typography but also gibe the viewer every bit of important information fast and reliable.
In my case the following rules have gathered:
The lower 2 thirds are colored
That color represents the product category
The logo is positioned in the top left corner of the first and upper third
The quantity is located in the bottom right corner of the lower thirds
Every piece of additional product information is bottom-left aligned in the lower thirds
When applied, the packaging could look like this
Magenta (#e589c5) is the designated color for food supplements Blue (#21b3e8) is used for medicine products and food packaging is green (#afcb2d).
Exceptions
There are exceptions. When the available space on the product shrinks significantly, single elements may be placed differently. Greater variations come into place with kids products or individual products which have a print applied. For example nasal spray or cans.
With kid products, the single colored background gets replaced with a bear-outline-pattern, also in the color of the category. Additionally, there is an additional bit of text "KiDS", written in Flama Condensed, but with slightly angled and modiefied letters.
With the individual products, the third-rule isn't applied at all. There are two colored-stripes along the top and bottom of the product. That color also represents the product category. The Mivolis logo is top-aligned while all the other information is bottom-aligned.
