Virbac SA is a global animal health company that operates in over 100 countries. Their packaging had not been refreshed in a long time and they faced threats from counterfeit products, so they partnered with Lokus Design to revamp their packaging. Lokus conducted extensive qualitative research with customers, retailers and influencers. They developed a new visual architecture and packaging structure with consistent branding elements across variants while maintaining elements of the legacy packaging. The redesigned packaging helped Virbac stand out on retail shelves and increased sales.

2. Qualitative Research, Design Strategy & Visual Architecture, Packaging Structure and Graphics
Client: Virbac
©LokusDesignPvt.Ltd.,Pune,2020

3. Over the last 50 years, Virbac SA has built a personalized relationship with veterinarians and farmers in more than
100 countries. Through this partnership, in which social, health and environmental issues come together, Virbac
contributes day-after-day to shape the future of animal health.
But being a leader, the brand was at threat from spurious and counterfeit products sold at a discount. Also, with no
packaging refresh for a long time, the brand looked jaded on an overcrowded retail shelf.
After extensive research, we partnered with Virbac to revamp their packaging system and identity to reestablish
Virbac's prominence on the retail shelf and build equity as a quality, premium, and leading brand. Our clutter-
breaking efforts helped the brand create the desired shelf impact thereby driving greater recall, mindshare, and
retail sales.
©LokusDesignPvt.Ltd.,Pune,2019

4. Needs Grip
Line of orientationStress
Point
Center of
gravity
The handle is offset from the center of gravity (CG) of the pack. This causes the following issues:
1. Pack remains filled during transportation causing strain on the wrist of the user
2. The handle has a longitudinal orientation
3. Because of its orientation and shape, the handle provides insufficient grip while pouring
Ergonomic Analysis
In-depth Qualitative Research
Target Groups: Customer, Retailer, Influencer
Customer
• Cattle farmer
• Rural and semi urban
• Value for money
attitude
• Takes pride in his farm
and cattle
• Result oriented, well
informed
• Cost conscious, waste
averse
• Gives importance to
relationships
Buyer/ Dealer
• Cooperative Society or
dealer
• Semi urban or urban
• Cost conscious and
waste averse
• Semi critical gate
keeper
• Trusted figure
• Gives importance to
relationships
Influencer
• Veterinary Doctor
• Rural and Urban
• Critical gate keeper
• Respected and trusted
figure
• Wants respect and
importance
• Result oriented
• Gives importance to
relationships
©LokusDesignPvt.Ltd.,Pune,2020

5. • The shelf looks like a mass of white, green, yellow and orange
• Colour and label pattern has to be clearly visible from 6 ft.
• Attractive and premium looking pack has higher chance of sale
• Label proportions and position are similar: No differentiator
• Patterns are first attention grabbers followed by colour and form
• Shelf height ranges from 0.75 ft. to 1.5 ft.
• Pack not seen through the clutter
• If placed behind, only the top portion of the pack is seen
• Dusty, cluttered and ill-managed environment- easy cleaning required
• Smaller packs are also kept horizontally- only cap is seen
• Packs have to be sturdy to sustain handling
In-depth Qualitative Research
Use-case & Retail Environment
©LokusDesignPvt.Ltd.,Pune,2020

6. Design Strategy and Visual Architecture
Market Equity
Structure
Graphics
Graphics
Structure
Suggested Change
Company Brand Level
• Common language & style
• Common graphic architecture (50:50
division)
• Colours
Product Brand Level
• Common brand logo & defined
secondary colour family
• Colour – One colour family per brand
Variant Level
• Different colours from the family
for variants + one differentiating
element (for eg. Gold / silver band)
• Retaining elements like the format of strips
and bright colours from the legacy of the old
iconic packaging to maintain integrity and
recall value of well-established products
across rural India
Visual Architecture
©LokusDesignPvt.Ltd.,Pune,2020

7. Packaging Structure & Graphic Design
©LokusDesignPvt.Ltd.,Pune,2020

8. Packaging Structure & Graphic Design
©LokusDesignPvt.Ltd.,Pune,2020

9. Connect with us:
17-A, Gandharva, Near Hotel Abhishek, Erandwane, Pune 411004, India
info@lokusdesign.com
+91 99210 44300