Packaging Design for Cialis

2020

in collaboration with Eli Lilly and Company

In this design, I explored the emotional aspect to packaging design and the unboxing experience potential for Cialis, a pill for those with erectile dysfunction.

This redesign aims to address the emotional needs of men diagnosed with erectile dysfunction, with many feeling embarrassed and struggle with adjustment in their relationship with their partners. How might we then reimagine an experience that provides assurance and confidence to couples in light of the existing societal stigma towards ED, through packaging design.

Cialis, with you. This packaging serves duo-purpose of being the packaging and a table-top pill dispenser. Existing in the context of a tabletop encourage couples to be more open and accepting of this new condition, starting from the comfort and privacy of their bedroom.

Ideation were done to reimagine a supportive medication experience. Namely to turn anxiety to power, and to provide a sense of support.

Progressive disclosure:

This packaging aims to create an experience where Cialis journeys with the user. Individually packed pills allow for Cialis to "speak" to the user before consuming each pill. Messages on the pill packet start off reassuring, and move towards suggestions and tips for the couple as they work through the pack, addressing the evolving emotional needs throughout their use.

Progressive disclosure breaks up essential information and engages with the user at its relevant touchpoint, building confidence in consumption.

Simple peel seal ensures safety with minimal packaging. Focus on usability emphasises ease of retrieval and priorities of user at different touchpoint and goals.

Exploration of graphics was done to achieve a visual language that was soft, encompassing yet aligned to the brand. There was a conscious effort to move away from cold medical graphics to draw distance with its association - avoiding unwanted attention especially as a table top product.

Orbs overlapping and fusing was used as symbols of companionship and togetherness. Gradient hues to create a visual softness.

The information for use manual (IFU) is available via the QR code, which brings the user to a website for download. Other essential information from the IFU, such as details on side effects, is also extracted and organised on the site for navigation and safety purposes.

Personas and user journey maps are crafted through secondary research as part of the design process.

Project on Packaging and Unboxing Experience,

under the guidance of Prof. R. Brian Stone,

TA Jennifer Lim and designers at Eli Lilly and Company.