In the highly competitive pharmacy market, brands need to build a clear and understandable communication style to gain the trust of customers and change their image in the eye of life-saving institutions. A major part of this is the presentation of the ingredients themselves, which usually represent the medicine like nothing else. The goal is to give them a look that is trustworthy and often can’t feel too realistic or unrealistic either. In the case of Granu Fink Femina, the ingredients are pumpkin, hop, and sumac.
The task was to redevelop the existing images of the ingredients and make them look better and more realistic. It was of course, complicated to strike the balance between a realistic approach and a CGI-driven approach. The inside of a pumpkin and the pumpkin threads, for example, do not look delicious but had to be visible in our cut pumpkin. A big task was to develop the sumac which is cultivated by indigenous people and not known to Europeans. – The output are 3 different packshots and the ingredients for a single use.
The results speak for themselves. The highly detailed packshots and individual ingredients are close to reality without losing their natural look and feel. A lot of small details were added to achieve this realism. Little water drops and hairs on the red fruit, such as the dented surface of the pumpkin, are only two examples of the level of detail we strived for.