The Marketing Machine rebrands drugs for African market

Published: 30 Jan 2012

The Marketing Machine, based in the US, has finished a rebranding project for Danadams Pharmaceuticals, to help the company tackle literacy issues among patients and overcome distribution challenges in Ghana.

Danadams Pharmaceuticals manufactures and sell anti-malarials, antibiotics, analgesics and medications for opportunistic infections in West Africa, and is the only manufacturer of anti-retroviral drugs in the market.

“With the number of generic drugs flooding into Africa in nondescript cartons with poor quality labelling, Danadams wanted to ensure its drugs were packaged in the best possible way,” said Greg Fawcett, vice president of client relations for The Marketing Machine. “Many people in Africa affected by endemic diseases such as malaria, typhoid and HIV are illiterate. Danadams wanted to redesign its packaging to help patients more easily identify the different types of drugs and dosage levels, and to help the healthcare professionals dispensing the medicine.”

The Marketing Machine the design services team redesigned the branding and packaging for all seven of Danadams’ products, using intuitive visual icons and colour elements to indicate the type of drugs, intended patient groups and dosages, and to display information clearly and more legibly, particularly for illiterate patients.

The new labelling is also intended to make Danadams’ drugs easier to identify at distribution points, where many different types of drugs may be stacked together in small spaces.

“In terms of product colours we wanted each class of drug to be easily identifiable; since the Ghana colours are vibrant, we wanted to mirror that, using the colours that are in their national flag, but have them different enough to avoid confusion,” Fawcett explained.

Published: 30 Jan 2012

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