The brief:
Creating a new brand for a line of premium quality medicines: OTC +MA
Packaging : Premium, professional look, emphasizing trust &competence, yet accessible


Responsibility, Seriousness, Competence, Compassion

Personality: Empathetic, Trustworthy, Strong, Efficient

Tone: Honest; Direct; Personal

Language: Assertive; Empathetic; Assume intelligence; Make it easy

The idea:
„Is there a doctor in the house?”
Create a person, „the Doctor in the house”: Dr. Hart. Friendly, yet competent, easy to recognize and reliable. The white Doctor robe ensures a great shelf block and a very good visibility for the brand. In contrast with the clean white robe, we’ve used the neck tie as a good element to differentiate the products in the range. The freedom is to use as many colors as many products, and… when the colors are not enough, we can play with different patterns on the tie.

Credits: Irinel Ionescu – creative partner,

Mihaela Dumitrescu – Client Service Director,

Alexandru Pătru – Senior Account Executive,

Lehel Mór Makó – Senior Designer,

Viorica Pintilie – Junior Designer,

Raluca Popan – Junior Designer,

Adrian Garganciuc – DTP & Prepress Specialist.



Dr Hart

Dr Hart2

Dr Hart3

Dr Hart4

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Dr Hart

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