Icy Hot Pro
Brand Design, Packaging Design
In a push to bring new life and relevance to a known but aging brand, Sanofi and Sid Lee partnered to reimagine Icy Hot. We looked at the entire portfolio, with a focus on their new Pro line. We explored a range of bold and energetic approaches that would appeal to their key audience, the Everyday Warrior.
Role: Lead Designer at Hornall Anderson/Sid Lee
Our first task was to reimagine the Icy Hot Brand from the ground up. How would the brand behave on social media or in advertising, in addition to packaging? We quickly realized that Icy Hot had the legacy and efficacy to stake their claim as the category expert. Why not own that expertise by taking on the voice of Your Recovery Coach — provide helpful recovery tips, or partner with mobility gurus? All the while, we strived to push and pull the brand to demonstrate how Icy Hot could introduce vibrancy, dynamism and boldness while bringing its current consumers along (below).
Everyday Warriors
As we narrowed in on their new Pro line, the team gravitated to the concept of Bodies In Motion, which displayed aspirational poses of athletes, zeroing in on the increased mobility that comes with a regimen that includes Icy Hot Pro products. We shot four different models in a multitude of movements and poses to create an image library, capturing video as well for future online use.
The images were cropped to create focus on movement and mobility, and then tinted in dramatic reds and blues to represent the warming/cooling effect of Icy Hot.
The final packaging amplified the assets and qualities that are essential to the brand (logo and gradient, color, photography, key benefit) and minimized/removed others (product form, graphic swoosh) to aid overall impact.
