Redesign Sominex, for Actavis, one of the world’s leading pharmaceutical firms, to help position the brand as a remedy to help ‘detangle a busy mind’ rather than an old-fashioned sleep medication.

Our inspiration for the project was that crucial aid to a good night’s sleep – a plump, crisp, cotton pillow! We commissioned Hand & Lock (hand embroiders since 1767) to create an original cross stitch sample which was photographed for the final packaging.In store the ‘Pillow Pack’ stands out clearly in the category as a distinctive and comforting aid.

In the year of the new pack design introduction (2009) average monthly sales after the new pack design was introduced were 46% greater than before (NB Herbal was also launched at this point)Consumer Sales out – a major retailer is reporting consumer sales of the total brand to be +94% versus same period year ago (including Herbal).