alli - Creating a winning brand in the confusing weight loss category

  • Situation: First FDA-approved weight loss product needed a unique identity and packaging idea to enter the market successfully
  • Services: Brand Identity, Package Design
  • Results: One of the most successful product introductions in our client's history
GlaxoSmithKline was taking a successful weight loss drug over-the-counter. What was lacking was a look and feel that would separate the brand from all competitors, and communicate that alli was a different kind of proposition. It was not a magic pill, but part of a program that would actually help consumers lose weight and keep it off. Based on a name created by Stephen Badenhop, our design partner developed a unique packaging design that stood out in the confusing sea of weight loss products at retail. Because alli was the first FDA approved weight loss aid, it was imperative to create a look that would set it apart from competitors. The transparency of the look help make alli one of the most successful product launches in recent history for GlaxoSmithKline.