We would like to create a SUBRANGE to our current range. The difference is the shape and size of the tablets inside. Therefore, the design should reflect that it is DIFFERENT FROM THE CURRENT RANGE DESIGN, so that customers don't confuse the packs. Yet, it should be visibly connected through SIMILARITIES to the current range.
For example, the colors and font ("Lato") should be matching for each segment (calmness, joints, immune system, etc.), and also the overall design should fit the existing brand design broadly. Our customers should say: "I recognize the same brand, but this new bottle is different from the old one. I should try this.".
The winning design will manage best the balance between being similar to the existing design, but differentiated enough to clearly be a different product. This is the main challenge of this design brief.
Benefit for the winning designer: we won't bother you with many details after having a winning route. We are looking for a creative solution to the subrange problem. Once we have this insight through a winning design, we will deal with the details like fitting all information, minor changes, etc. ourselves inhouse. We want you to focus solely on the challenge of how to visually create a subrange that is different, yet similar to the existing one. We won't bother you with detail work after a good solution is found.
As a reference for the existing design, please use the attached "Innere Ruhe" variant design. Use the English title "Calm & Relax" and the same tone of blue in your design suggestion. You may add different colors, if this helps the subrange differentiation.
You may keep, delete or change any element of the existing design. You may add completely new elements. Whatever works for the subrange design. It may look completely different than the existing one, as long there is a subrange similarity at the end. For example, you can discard the dog image, and add floral elements. You can get rid of the big color block areas. Or change the way they are used. Be creative!
You may use elements as placeholders from the attached label "Innere Ruhe", as we will have a similar amount of information to include later. In your draft, you can use placeholders and do not need to copy every single elements. Just use it as a guidance on how much space will be needed later.
Thank you & we are looking forward to your design!