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L. Perrigo & Co.: Your Modern-Day Corner Pharmacy
Project type
Copywriting + Brand Development
Collaborators
IDEO team: Joe Graceffa (PL). Kyle Fletcher, Jerry O'Leary, Zach Hobbs, Paolo Lorenzoni, and Josh Sin
Location
IDEO Chicago
Date
2012
Perrigo Co, one of the world’s largest manufacturers of private-label, over-the-counter pharmaceuticals, came to IDEO to develop its first company-owned brand. The brand wanted to play in the over-the-counter space, utilize existing Perrigo products, and, at least initially, be sold exclusively in the digital marketplace.
Over 12 weeks, our IDEO team developed numerous concepts and landed on a final offering: L. Perrigo & Co: Your Modern-Day Corner Pharmacy. Initially designed as a heritage/apothecary brand, the concept was refined to be a modern twist on old-time values after feedback from consumers revealed they wanted something more than “just reviving the old."
The final brand offering consisted of four product families:
+ Maintain: Vitamins & Supplements
+ Repair: Analgesics (Ibuprofen & Aspirin)
+ Enhance: Skin & Dental Care
+ Accessories: Toothbrushes, Travel Items & Containers
My role on the project was Senior Writing Lead. I worked closely with our Communications Lead to develop a brand voice and product copy that felt fresh, modern, and oh-so-human. Just what the doctor — er, pharmacist — ordered!
