Package design for nutraceuticals

Last month, Richard Gerstman discussed healthcare packaging design changes. In this article, Herbert Meyers explores nutraceutical packaging design. Recognized thought leaders in branding and design, the two founded Gerstman+Meyers (now Interbrand) in 1971. The marketing of nutraceuticals is a fairly recent phenomenon. Many of these products relate to or are an outgrowth of prescription and OTC drugs. Their challenges to marketers: How to identify these products in relation to their pharmaceutical cousins? How much to differentiate them, and how to identify their benefits vis-à-vis pharmaceuticals?