Ljubljana, 12. 5. 2012 — At our nations’ best producer of dietary supplements new products were produced one after another for many years. Consequently the packaging multiplied, but communicational consistency diluted. It was time for a renewal of the products’ visual identity and resulting communication. Now, the products share three levels of differentiation: their names, colour and the core graphic elements. We have not changed most of the brand names, since they are already well established; the others we merely updated. 
We have placed the products within the colour wheel and grouped them accordingly.
The products that deal with natural immunity were given the green and yellow part of the colour spectre; those that deal with the heart and the circulatory system were given the colour red, the vitamin and beauty products violet and blue, and so on. This approach allows for synergic advertising of several products on a single ad. Other levels of differentiation are the core graphic elements, which in an abstract (and very decorative) fashion demonstrate either the substance or the purpose of the product.
In addition to the visual identity of the Ars Pharmae brands, we have updated and uniformed the verbal and creative communication of the whole range of dietary supplements. The range now boasts with a new cover slogan “Helps your body” which continues with key benefits of an individual product (Helps your body with indigestion, helps your body with its natural immunity and so on). In this manner we have not only visually but also verbally stressed the reliability and rage of the products and their harmonizing effect on the human organism.