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The company “Petrasch RMS” produces amongst other products dietary supplements. The most important dietary supplement has always been “Anthozym Petrasch”, a strengthening dietary supplement made out of beetroot that is often used after cancer-treatments to reduce the adverse reactions of chemotherapy and to strengthen the patients. So for years Anthozym was mainly used by sick people. As about a year ago a new alcohol-free Anthozym was developed that is not so strong and therefore can easily be used by healthy people too to strengthen them, a repositioning and a redesign had to be developed according to a completely new, young, healthy target group.
The new visual language of Anthozym Petrasch does not suggest “medicine” anymore, it symbolizes “strength” and “energy”. The design is much younger and fresher. It shall address healthy, dynamic people who want to stay healthy and dynamic and perhaps even want to increase their productivity. – And already a short time after the launch of the new Antozym a new group of buyers appeared in addition to the old buyers. Especially athletes swear by the new Anthozym.
After the new Anthozym was such a big success we decided to continuously adjust the other dietary supplements of “Petrasch RMS” to the visual language of Anthozym. Dependent on the ingredients four different colour-schemas were developed for all existing dietary supplements. At the moment two of them have already been produced: Anthozym (red/violet) and the products that contain lactic acid (orange/green).