Penta Pharma
Optirex packaging design

The interior layout of pharmacies has undergone a quiet transformation in recent years. More and more are switching to an open-shelf layout, which means that customers encounter the product packaging first, rather than the pharmacist. In this environment, design is much more than just an aesthetic facade: it becomes a primary sales tool.

Competition for shoppers’ attention is intensifying, as they increasingly seek the visual experience and instant recognisability they are accustomed to in other retail settings, even within pharmacies. This is how packaging that ‘jumps off the shelf’ and is clearly distinctive becomes the first and most important tool for sales.

For the Optirex Plus eye vitamins, Penta Pharma therefore sought a design that deliberately departs from the sterile appearance typical of the category, creating an impression of innovation at first glance and capturing the customer’s attention.

When Progressive won the tender from Penta Pharma to revamp the entire visual concept for the range of Optirex Plus eye vitamins, this was precisely the market challenge we had to address. The aim was to design a modern, innovative brand identity and packaging that deliberately breaks with the visual clichés of the category and immediately captures the consumer’s attention. This approach is also endorsed by Viktória Tantics, Head of Marketing and Product Development at Penta Pharma: “In case of Optirex Plus, too, packaging is a strategic tool for us, one that begins to build the brand’s credibility right there on the shelf. Progressive’s clean style and graphic ingenuity aligned very well with our vision.”

The core of the visual concept is formed by the synergy between the + sign symbolising focus, the dynamic eye motif referring to vision, and the exciting typographical solutions.

Nothing demonstrates the power of the new brand identity and the success of our collaboration better than the fact that Optirex Plus will soon be launched not only in Hungary but also on European markets and in certain countries in the MENA region. We are proud of the team’s work!