PCO-Fit
Tablets

Problem

To build a distinct brand for a new medicine for PCOS.

Research Method

I visited local chemist shops to study shelf behaviour and spoke with doctors to understand prescription decisions.

Insight

Packaging does not influence prescriptions, and patients usually consume what is prescribed, with little agency in selection.

While branding has little impact in prescription-led decisions, OTC (Over The Counter) and semi-OTC products allow patients to form preferences.

Solution

Since PCO-Fit was supposed to start with doctor-led prescriptions but later was planned to be evolved as an OTC supplement, identity and packaging had an impactful role.

Through the PCO-Fit tablets, I wanted women with PCOS to feel relatable and a sense of growth and transformation as they used the product. I explored storytelling through the branding, linking cues of PCOS that highlighted the complexity of female reproductive organs while communicating hope and optimism. I further extended the branding through multilingual posters and supporting materials to make the experience more accessible and reassuring.