A respected part of the pharmaceutical landscape since 1905, Vicks was due for a dramatic brand and packaging refresh. Seeking to introduce the Vicks brand to a broader and younger demographic, P&G aimed to modernize the brand without losing its core equities of trust and efficacy.
Carl created this revolutionary approach as the “portal to a better health”. Utilizing a modern, intriguing brand symbol, crisp typography and engaging ligatures, this system boldly pushes the brand forward while respecting its rich heritage.
Created for Landor
Role: Designer