Medicine packs have always been designed to meet technical and regulatory requirements but have rarely been designed to ensure convenience or usability. Dr. Reddy’s identified medicine packaging as an area of unmet patient need with an opportunity to innovate and ensure better patient outcomes
Dr. Reddy’s worked closely with IDEO, the global design and innovation consulting firm, to redefine pharmaceutical packaging in India. The team followed a ‘Human-centered Design’ approach to make packaging more user-centric. Over the course of two years, Dr. Reddy’s collaborated with over ten partners, doctors, patients and chemists to design user friendly packaging for pills, liquids and injectables.
Awarded the ‘IndiaStar Award’ in 2015 by the Indian Institute of Packaging
Based on its success, new packaging designs expanded to relevant focus brands