We all come from somewhere, here's the project that started my dive into design strategy. Self initiated project, I was told to make my own prompt and design something. This is how I documented my process.

1. GENERIC?
Exploring how generic drugs can be made
into something far from generic by adding
value with design.

2. What the hell is
generic?
Generic is something that is general, common, or inclusive
rather than specific, unique, or selective.
- a brand for a product that does not have an associated brand
or trademark, other than the trading name of the business
providing the product
- a drug identified by its chemical name rather than its brand
name
- Helvetica
- Something unemployed people like. (mainly because the lack
of branding makes it “cheap”. Only with most things it’s the
exact same item, except cereal. Generic strawberry and wheat
flake cereal tastes like cardboard.

3. Phase A / Formulation:
I Have a Problem…

4. Don’t we all.

5. Phase A:
What exactly are my
issues?

6. Desensitization
without
representation.

7. Bad design.

8. Overstimulation.

11. Good design is about ingredients.
Like in baking, the quality of flour
makes a difference. Even if you
don’t know a thing about (good)
design, you can still appriciate it.
Like a fine cuban cigar.

12. Phase B:
Dealing with issues.
(Mainly, why do I have a bigger headache when buying something for my headache?)
Area of exploration:
Combatting overstimulation, as discovered to be part of my problem
through extensive mindmapping and desire to curl up in a dark room
for a couple years.
Issues to focus on:
Information Overload
Stimulus Detox
Systematical genocide of “dumb” design.
Context:
To go where many designers have gone before, the commercial realm.
Audience:
People like and unlike me. Mainly commuters, travelers, students.
Bibliography:
Sam Anderson- In Defense of Distraction
Charles & Ray Eames and their focus on function equals form. Ed
Fella for his rejection of technology. Phil Lubliner and his focus on the
creative individual. Sagmeister. And Adbusters.

13. Design
Goals.
Products to Address:
Widemouth bottles (pills)
Acetaminophen
Ibuprofen
Asprin
Boxes
Band Aids
Lozenges
Stomach Acid Reducers
Decongestants
A rebrand to rely less on “brand name” over the
counter pharmaceuticals. Using Walgreen’s Take
Care Clinics as a launching point I seek to give
meaning and functionality to “generic” over the
counter drugs often seen as having lesser quality
when in fact they are equal to brand name drugs.

14. Branding
The “New” Generic
- Establish value through historical inspiration, often lack
of branding discourages people from buying generics
considering they think it is lesser quality
- Stop competing against current brands, create own
market niche
- Provide otherwise crowded stores with a “breath
of fresh air” by offering a place of graphic overload
sanctuary. (thus solving my “issues”)
Branding
Cost Effective:
- Less packaging
- Better use of materials
All American:
Playing off the historical aspects of
Walgreens
Personal language, based on the
fact that Walgreens is a home
grown company, one of the first
soda fountains to carry hot food on
cold days and at some point had a
relationship with it’s customers
- Maintain Red/White/Blue branding
scheme
Offer More Meaning:
- What needs to be on the package?
What doesn’t?
- Indulgent, added value through
design
Specifically “Walgreens brand”, not
tylenol, not advil, etc.
Packaging
Less Stuff
Sustainable? Modular? Things that go
together fit together
Display
- Propose to not only have located
within the normal pharmaceutical aisle,
but within it’s own Walgreens brand
endcap, towards the entrance of the
store, to position for easy buyability
Organized into “issues” and the cures

15. Research
Walgreens mission is to offer customers the best drugstore
service in America. We are guided by a century-old tradition
of fairness, trust and honesty as we continue to expand our
store base and offer career opportunities to a fast-growing
and diverse group of men and women. Our goal is to develop
people who treat customers--and each other--with respect
and dignity. We will support these efforts with the most
innovative retail thinking, services and technology. The
success we achieve will allow us to reinvest in our future and
build long-term financial security for our employees and our
shareholders.
We will treat each other with respect and
dignity and do the same for all we serve.
We will offer employees of all backgrounds a
place to build careers.
We will provide the most convenient access
to healthcare services and consumer goods in
America.
We will earn the trust of our customers and
build shareholder value.
1901: Charles R. Walgreen buys the drugstore on the south side of
Chicago where he had been working as a pharmacist.
1909: Walgreen opens his second store, which features a soda fountain.
1910: Walgreen starts serving hot food along with traditional soda
fountain fare to keep turning a profit during winter months, this
continues through the 1980s
1913: Walgreen now owns 4 stores, all on Chicago’s southside
1915: Walgreen opens 5th store
1916: Now operating nine drugstores, the founder incorporates his
business as Walgreen Co.
1919: There are now 20 Walgreens stores
1922: Ivar Coulson invents the infamous Walgreens Malted Milkshake
1925: Walgreen has more than 65 stores in Chicago, Milwaukee, St. Louis,
and Minneapolis-St. Paul.
1927: Company goes public.
1929: Walgreens has now reached 525 stores
1931: Walgreens becomes the first drugstore to advertise on radio
1930’s: Walgreens survives great depression through it’s private label
items (generics)
1939: Charles Walgreen dies at age 66
1952: Walgreen begins transition to self-service with the opening of its
first self-service drugstore.
1975: Sales surpass the $1 billion mark.
1984: The 1,000th Walgreens store is opened.
1986: Company completes its largest-ever acquisition, the 66-unit Medi
Mart chain.
1992: First freestanding Walgreens store opens; drive-through
pharmacies make their debut.
2003: The 4,000th Walgreens store opens.

16. Walgreens: Take Care
We want to take care of our customers, and that
starts not only by providing them with an excellent in store experience, but with a wide line of
reliable generic products at an affordable price.
Take care of yourself, and your pocket book.
Attributes:
Caring- provision of what is necessary for the health, welfare, mainenance, and protection of someone or something.
Reliable- Consistently good in quality able to be trusted
Affordable- inexpensive, reasonably priced
Colors:
Products:
Wide mouth bottles
- Acetometapin
- Ibuprofen
- Asprin
Bottles
- Cough syrup
- milk of magnesia
Other
- Cough drops
- Band aid

17. Phase C / Conceptualization
Now which direction?

18. Historical?
Too Humorous.

19. Medical?
Too ‘scary’.

20. Simple?
Modern?
Clean?
Yes. Please.

21. Phase D / Development
Round 1.
SIZE/SPECS
LAYOUT
The box to hold the kit itself is pocket sized (3inch x 3inch x 1inch)
Allows for it to be easily portable, and accessible.
Constructed out of acrylic, or a comparable plastic that is light tight
for durability and to protect the integrity of the contents.
The top slides out, as to not accidentally open during transit.
Take Care.
Cough. Cold. Aches. Pains.
Chills. Sore throat. Cuts.
Bruises. Cough. Cold. Aches.
Pains. Chills. Sore throat.
Cuts. Bruises. Cough. Cold.
Aches. Pains. Chills. Sore
throat. Cuts. Bruises. Cough.
Cold. Aches. Pains. Chills.
Sore throat. Cuts. Bruises.
Cough. Cold. Aches. Pains.
Chills. Sore throat. Cuts.
Bruises. Cough. Cold. Aches.
Ouch.
GRAPHIC

22. IBUPROFEN
030415
EXPIRES 04/11
Tablet USP, 200mg
9 Adult Doses
1
COUGH DROPS
4 Adult Doses
COUGH SYRUP
One Adult Dose
1
1
WARNINGS May cause severe allergic reaction, especially in people
allergic to aspirin. Symptoms include shock, facial swelling, asthma,
rash, blisters, skin reddening, hives. If an allerfic reaction occurs call
911.
Stomache Bleeding Warning This product contains NSAIDS which
may cause stomache bleeding. The chance is higher if you have
had stomache ulcers or bleeding, take blood thinning drugs, are 60
years or older, take other NSAIDs, have 3 or more alcoholic drinks a
day, or take for a time longer than directed.
If pregnant or breast feeding consult a doctor before use.
Keep out of reach of children.
ASPRIN
030415
EXPIRES 04/11
Tablet USP, 200mg
9 Adult Doses
1
1
1
1
ASPRIN
Tablet USP, 200mg
9 Adult Doses
Uses Temporaily relieves minor aches and
pains due to the common cold, headache,
toothache, muscular aches, backache,
minor arthritis pain, menstrual cramps,
and reduces fever.
1
1
Directions Do not take more than directed. The smallest
effective dose should be used. Do not take longer than
10 days unless directed by doctor. Adults take 1 tablet
every 4-6hrs, if pain persists you can take two . Do not
exceed 6 tablets in 24hrs.
Not intended for children under 12 years old.
1
1
1
WARNINGS May cause severe allergic reaction, especially in people
allergic to aspirin. Symptoms include shock, facial swelling, asthma,
rash, blisters, skin reddening, hives. If an allerfic reaction occurs call
911.
Stomache Bleeding Warning This product contains NSAIDS which
may cause stomache bleeding. The chance is higher if you have
had stomache ulcers or bleeding, take blood thinning drugs, are 60
years or older, take other NSAIDs, have 3 or more alcoholic drinks a
day, or take for a time longer than directed.
If pregnant or breast feeding consult a doctor before use.
Keep out of reach of children.
ACETOMETOPHINE
STOMACHE ACID
REDUCERS
Uses Temporaily relieves minor aches and
pains due to the common cold, headache,
toothache, muscular aches, backache,
minor arthritis pain, menstrual cramps,
and reduces fever.
1
1
COUGH SYRUP
One Adult Dose
1
Tablet USP, 200mg
9 Adult Doses
1
1
The inserts for the Take Care kit
are slightly smaller than the box,
so they fit in a very hand/ glove
relationship.
(2.9inch x 2.9 inch)
Pills & Lozenges are contained in
window boxes.
Excluding stomache acid reducers
which are contained in small clear
boxes to allow larger numbers.
Elixers are contained in sealer
single serving pouches (2 doses
per card)
Pills and medications are easily
identified with color coding.
RED= Throat/ Cough
BLUE/GREEN= Pain relivers
PURPLE?= Stomache
1
IBUPROFEN
Tablet USP, 200mg
9 Adult Doses
030415
EXPIRES 04/11
Directions Do not take more than directed. The smallest
effective dose should be used. Do not take longer than
10 days unless directed by doctor. Adults take 1 tablet
every 4-6hrs, if pain persists you can take two . Do not
exceed 6 tablets in 24hrs.
Not intended for children under 12 years old.
ACETOMETOPHINE
Tablet USP, 200mg
9 Adult Doses
Uses Temporaily relieves minor aches and
pains due to the common cold, headache,
toothache, muscular aches..
Tablet USP, 200mg
1
1
1
1
1
1
1
1
1
WARNINGS May cause severe allergic reaction, especially in people
allergic to aspirin. Symptoms include shock, facial swelling, asthma,
rash, blisters, skin reddening, hives. If an allerfic reaction occurs call
911.
Stomache Bleeding Warning This product contains NSAIDS which
may cause stomache bleeding. The chance is higher if you have
had stomache ulcers or bleeding, take blood thinning drugs, are 60
years or older, take other NSAIDs, have 3 or more alcoholic drinks a
day, or take for a time longer than directed.
If pregnant or breast feeding consult a doctor before use.
Keep out of reach of children.
BACK
Directions Do not take more than directed. The smallest
effective dose should be used. Do not take longer than
10 days unless directed by doctor. Adults take 1 tablet
every 4-6hrs, if pain persists you can take two . Do not
exceed 6 tablets in 24hrs.
Not intended for children under 12 years old.
FRONT

23. Close. But no.

24. Round 2.

25. So. Maybe
this wasn’t
a bad idea.

26. You get the point.
I did a LOT of refinements. Which
leads us to...

27. Round X.
Take Care.
Portable over the counter drug packaging
distilled down to it’s simplest elements to create
a functional, and elegant way to treat headaches,
muscle aches, upset stomache, and obnoxious
cubs fans on the train.
Name & Dosage
What it does
LORATIDINE
ANTIHISTAMINE
LORATADINE
Tablet USP, 10mg
20 Adult Doses
Uses for the relief of nasal
and non-nasal symptoms
of seasonal allergic rhinitis
and for the treatment of
chronic idiopathic urticaria.
LORATADINE
Tablet USP, 10mg
20 Adult Doses
Do not use if you have ever had an allergic reaction to this product
or any of its ingredients.
Ask a doctor before use if you have liver or kidney disease. Your
doctor should determine if you need a different dose.
When using this product do not take more than directed. Taking
more than directed may cause drowsiness.
Stop use and ask a doctor if an allergic reaction to this product
occurs. Seek medical help right away.
If pregnant or breast-feeding, ask a health professional before use.
Keep out of reach of children.
Directions
What it does
Directions Adults and children 6 years of age and over:
Take one 10 mg tablet once daily.
ANTIHISTAMINE
030415
EXPIRES 04/11
Warnings

28. Organization
PAIN RELIEVERS
ACETAMINOPHEN
ASPIRIN
IBUPROFEN
ALLERGIES/
CONGESTION
LORATADINE
PSUEDOEPHEDRINE
STOMACHE
RANITIDINE
FIRST AID
PLASTIC BANDAGES
COLD/
COUGH
LOZENGES

29. PSUEDOEPHEDRINE
DECONGESTANT
Tablet USP, 200mg
8 Adult Doses
Uses Temporarily relieves
nasal congestion due to
the common cold, fever, or
other upper repiratory
allergies. Temporarily
relieves sinus congestion
and pressure.
PAIN RELIEVER
PSEUDOEPHEDRINE
ASPRIN
Tablet USP, 200mg
8-16 Adult Doses
ASPRIN
LORATIDINE
ANTIHISTAMINE
Uses for the relief of nasal
and non-nasal symptoms
of seasonal allergic rhinitis
and for the treatment of
chronic idiopathic urticaria.
Uses For relief of headache,
muscular aches, backache,
minor pain of arthritis, the
common cold, toothache,
premenstrual and menstrual
cramps, and temporarily
reduces fever.
COUGH RELIEF
Tablet USP, 10mg
20 Adult Doses
LOZENGES
LORATADINE
LOZENGES
Tablet USP, 10mg
20 Adult Doses
Uses for the relief of nasal and
non-nasal symptoms of
seasonal allergic rhinitis and for
the treatment of chronic
idiopathic urticaria.
Directions Adults and children 6 years of age and over:
Take one 10 mg tablet once daily.
Directions Ages 12 and over take 2 tablets every 4 to 6
hours. Do not take more than 8 tablets in 24 hours.
Ages 6 to 12 take 1 tablet every 4 to 6 hours. Do not
take more than 4 tablets in 24 hours. Consult a
physician for children under 6 years of age.
Directions Take 2 tablets, every 4 to 6 hours while
symptoms last.
Do not take more than 8 tablets in 24 hours.
Do not take for more than 10 days unless directed by a
doctor. Do not take if under 12 years of age.
Directions Adults and children 6 years of age and over:
Take one 10 mg tablet once daily.
ANTIHISTAMINE
DECONGESTANT
PAIN RELIEVER
COUGH RELIEF
ACETAMINOPHEN
PAIN RELIEF
Uses For relief of headache,
muscular aches, backache,
minor pain of arthritis, the
common cold, toothache,
premenstrual and menstrual
cramps, and temporarily
reduces fever.
PAIN RELIEVER
PAIN RELIEVER
ACID REDUCER
RANITIDINE
ACID REDUCER
Tablet USP, 200mg
20 Adult Doses
IBUPROFEN
Tablet USP, 200mg
8 Adult Doses
IBUPROFEN
Directions Adults and children 12 years of age and over:
To relieve symptoms, swallow 1 tablet with a glass of
water. To prevent symptoms, swallow 1 tablet with a
glass of water 30 to 60 minutes before eating food or
drinking beverages that cause heartburn. Can be used
up to twice daily. For children 12 years and younger
consult a doctor.
ACETAMINOPHEN
PAIN RELIEF
Uses for the prevention & relief of
heartburn associated with acid
indigestion & sour stomache.
Uses Temporaily relieves minor
aches and pains due to the
common cold, headache, toothache,
muscular aches, backache, minor
arthritis pain, menstrual cramps, and
reduces fever.
Directions Take 2 caplets every 4 to 6 hours while
symptoms last.
Do not take more than 8 tablets in 24 hours.
Do not take for more than 10 days unless directed by a
doctor. Do not take if under 12 years of age.
Directions Do not take more than directed. The smallest
effective dose should be used. Do not take longer than 10
days unless directed by doctor. Adults take 1 tablet every
4-6hrs, if pain persists you can take two . Do not exceed 6
tablets in 24hrs.
Not intended for children under 12 years old.
PAIN RELIEVER
PAIN RELIEVER
PLASTIC BANDAGES CUTS & SCRAPES
RANITIDINE
Tablet USP, 10m5g
8 Adult Doses
PLASTIC
BANDAGES
10 Bandages
Uses for the relief of nasal
and non-nasal symptoms of
seasonal allergic rhinitis and
for the treatment of chronic
idiopathic urticaria.

30. Tablet USP, 200mg
20 Adult Doses
IBUPROFEN
PAIN RELIEVER
Uses Temporaily relieves minor
aches and pains due to the
common cold, headache, toothache,
muscular aches, backache, minor
arthritis pain, menstrual cramps, and
reduces fever.
Tablet USP, 200mg
10 Adult Doses
IBUPROFEN
Tablet USP, 200mg
20 Adult Doses
Uses Temporaily relieves minor
aches and pains due to the
common cold, headache,
toothache, muscular aches,
backache, minor arthritis pain,
menstrual cramps, and
reduces fever.
Directions Do not take more
than directed. The smallest
effective dose should be used.
Do not take longer than 10
days unless directed by
doctor. Adults take 1 tablet
every 4-6hrs, if pain persists
you can take two . Do not
exceed 6 tablets in 24hrs.
Not intended for children
under 12 years old.
Tablet USP, 200mg
10 Adult Doses
IBUPROFEN
Tablet USP, 200mg
10 Adult Doses
WARNINGS
May cause severe allergic reaction,
especially in people allergic to
aspirin. Symptoms include shock,
facial swelling, asthma, rash, blisters,
hives, & skin reddening, . If an allergic
reaction occurs call 911.
Stomache Bleeding Warning This
product contains NSAIDS which
may cause stomache bleeding. The
chance is higher if you have had
stomache ulcers or bleeding, take
blood thinning drugs, are 60 years
or older, take other NSAIDs, have 3
or more alcoholic drinks a day, or
take for a time longer than directed.
WARNINGS
May cause severe allergic reaction,
especially in people allergic to
aspirin. Symptoms include shock,
facial swelling, asthma, rash, blisters,
hives, & skin reddening, . If an allergic
reaction occurs call 911.
Stomache Bleeding Warning This
product contains NSAIDS which
may cause stomache bleeding. The
chance is higher if you have had
stomache ulcers or bleeding, take
blood thinning drugs, are 60 years
or older, take other NSAIDs, have 3
or more alcoholic drinks a day, or
take for a time longer than directed.
If pregnant or breast feeding
consult a doctor before use.
Keep out of reach of children.
If pregnant or breast feeding
consult a doctor before use.
Keep out of reach of children.
030415
EXPIRES 04/11
IBUPROFEN
PAIN RELIEF
IBUPROFEN
IBUPROFEN
Tablet USP, 200mg
10 Adult Doses
Directions Do not take more than directed. The smallest
effective dose should be used. Do not take longer than 10
days unless directed by doctor. Adults take 1 tablet every
4-6hrs, if pain persists you can take two . Do not exceed 6
tablets in 24hrs.
Not intended for children under 12 years old.
Uses Temporaily relieves minor
aches and pains due to the
common cold, headache,
toothache, muscular aches,
backache, minor arthritis pain,
menstrual cramps, and
reduces fever.
Directions Do not take more
than directed. The smallest
effective dose should be used.
Do not take longer than 10
days unless directed by
doctor. Adults take 1 tablet
every 4-6hrs, if pain persists
you can take two . Do not
exceed 6 tablets in 24hrs.
Not intended for children
under 12 years old.
IBUPROFEN
PAIN RELIEVER
PAIN RELIEVER
IBUPROFEN
PAIN RELIEF
030415
EXPIRES 04/11
WARNINGS May cause severe allergic reaction, especially in people
allergic to aspirin. Symptoms include shock, facial swelling, asthma,
rash, blisters, skin reddening, hives. If an allergic reaction occurs call 911.
Stomache Bleeding Warning This product contains NSAIDS which
may cause stomache bleeding. The chance is higher if you have
had stomache ulcers or bleeding, take blood thinning drugs, are 60
years or older, take other NSAIDs, have 3 or more alcoholic drinks a
day, or take for a time longer than directed.
If pregnant or breast feeding consult a doctor before use.
Keep out of reach of children.

31. Point of
Purchase
Sold individually, or in packs
of 7. Includes both half packs,
and full packs.
Point of purchase located in
the front of the store, where
tobacco products would
be located for individual
packages. Like drugs with
like drugs.
Also located along side of
brand name drugs in packs
of 7.
ASPRIN
Tablet USP, 200mg
20Adult Doses
Uses For relief of headache, muscular
aches, backache, minor pain of arthritis,
the common cold, toothache,
premenstrual and menstrual cramps, and
temporarily reduces fever.
PAIN RELIEVER
LORATADINE
Tablet USP, 10mg
20 Adult Doses
Uses for the relief of nasal and
non-nasal symptoms of seasonal
allergic rhinitis and for the
treatment of chronic idiopathic
urticaria.
ACETAMINOPHEN
Tablet USP, 200mg
20 Adult Doses
Uses For relief of headache, muscular
aches, backache, minor pain of arthritis,
the common cold, toothache,
premenstrual and menstrual cramps, and
temporarily reduces fever.
IBUPROFEN
Tablet USP, 200mg
20 Adult Doses
Uses Temporaily relieves minor aches and
pains due to the common cold, headache,
toothache, muscular aches, backache,
minor arthritis pain, menstrual cramps,
and reduces fever.
PAIN RELIEVER
PAIN RELIEVER
PSEUDOEPHEDRINE
LOZENGES
Tablet USP, 200mg
20Adult Doses
Uses Temporarily relieves nasal
congestion due to the common cold,
fever, or other upper repiratory
allergies. Temporarily relieves sinus
congestion and pressure.
Tablet USP, 10mg
20 Adult Doses
Uses for the relief of nasal and
non-nasal symptoms of seasonal
allergic rhinitis and for the
treatment of chronic idiopathic
urticaria.
SORE THROAT
ANTIHISTAMINE DECONGESTANT RELIEF

32. End.