Shape smart 2010


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Seymourpowell announces it has created the name, brand identity, and packaging design for the new SHAPE.SMART range from leading pharmaceutical company Goldshield.

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Shape smart 2010

  1. 1. PRESS RELEASE Seymourpowell creates iconic brand identity and packaging design for new SHAPE.SMART™ range from GoldshieldLondon, UK, 17 June 2010 – leading global design and innovation company Seymourpowell ispleased to announce it has created the name, brand identity and packaging design for the newSHAPE.SMART range from leading pharmaceutical company Goldshield. SHAPE.SMART is a newumbrella brand from Goldshield’s healthcare division and consists of three weight-managementproducts: APPEsat™, LIPObind™ and DEcarb™.Previously, APPEsat and LIPObind existed as individual products under the Goldshield brand. Withthe recent launch of DEcarb, a natural carbohydrate blocker, the brief given to Seymourpowell was tocreate a new weight-management umbrella brand within Goldshield, bringing the three sub-brandsinto one related family of products with their own distinct identity and on-shelf standout.Working closely with Goldshield on brand strategy and positioning, Seymourpowell introducedSHAPE.SMART as the umbrella brand name and developed clean, proud and iconic graphics,including the central figurine shape to reflect those within Goldshield’s own visual identity. Under thenew design, APPEsat and LIPObind packs retain their original blue and red colour palates, whileDEcarb introduces a combination of green and red. All three have matching typography and designlayout.Seymourpowell also helped Goldshield co-develop the SHAPE.SMART EATERtypes™ system so iteffectively worked within the pack design. EATERtypes is an assessment method specificallydeveloped to inform and help users understand their eating habits and therefore which of threeproducts is best suited to them.David Towse, Marketing Manager at Goldshield Group Limited commented, “Seymourpowell hascreated a brand identity for SHAPE.SMART that successfully unifies all three of our weight-management products giving us great brand presence at point of purchase.”Jonathan Shaw, Director of Packaging at Seymourpowell added, “We have an excellent relationshipwith Goldshield and were delighted to work closely with the team to develop the SHAPE.SMARTumbrella brand in its entirety. Combining the launch of DEcarb with the union of all three productsthrough design, we’ve successfully given the range a new lease of life and fantastic on-shelfstandout.” ***ENDS***For further information on SHAPE.SMART packaging design:Tim DuncanPR Global, SeymourpowellEmail: tim.duncan@seymourpowell.comTel: +44 (0) 20 7386 2369
  2. 2. For further information on SHAPE.SMART products and/or Goldshield:Simon HackettPegasus PREmail: +44 (0) 1903 821550About Seymourpowell – the shape of things to comeSeymourpowell is one of the world’s leading design and innovation companies. Founded in 1984 byRichard Seymour and Dick Powell, the London-based group of award-winning designers hasproduced some of the ‘milestone’ products of the last two decades. The company is now part of theLoewy Group.Seymourpowell is currently 80 people, combining a design studio, research centre, materials libraryand prototyping workshop.Seymourpowell has a unique holistic approach to design and innovation, which combines in depthexperience and up to date intelligence about people, markets and businesses. The company has theability to forecast and interpret the vital implications of behaviors and work out future scenarios to giveits clients the confidence and reassurance they are making the right decision.Seymourpowell is skilled in exploiting ideas that create real value and always look to move clientsforward creatively. Seymourpowell is not just a company of visionary thinkers, but future ‘doers’.Ultimately, Seymourpowell is about making things better: better for people, better for business andbetter for the world.Specialisms include design innovation, transportation design, ethnographic user research, strategyand new product development (NPD), trends and forecasting, product design and development, 3Dstructural design and 2D graphic designAbout GoldshieldGoldshield Healthcare is the healthcare division of the Goldshield Group plc, a leading Britishpharmaceutical and healthcare company. Goldshield Healthcare produce ethical prescriptionpharmaceuticals, non-prescription medicines, vitamins, minerals and supplements and a wide rangeof other healthcare products.