Target worked with Adler and a labeling company to create a new die for the sheet containing the bottle labels, the patient information card, and the patient information sheet. An adhesive backing on the label allows the patient information card to slide behind the label so that it stays with the product. Colored rings added to the bottle neck help patients identify their prescriptions.
The new bottle, which was launched nationwide last month, replaces traditional amber-colored vials. Although the new bottle will be exhibited at New York's Museum of Modern Art this fall, its sleek, eye-catching appearance is more a byproduct of the redesign's ultimate goal: to create a package in which every element helps promote patient safety and compliance.
--By Kassandra Kania
Kassandra Kania is a freelance writer based in Charlotte, NC. She has covered healthcare packaging for several years, most recently as a trade publication editor.