Hyland’s Rebrands Children’s Medicine Ahead of Cold Season

The new illustration style portrays kid-friendliness and the natural strength of the homeopathic medicines.

According to non-profit hospital, Cedars Sinai’s research, most children will have at least six to eight colds a year, and children attending daycare will have more. The CDC reports that children under the age of five are also at higher risk of developing serious flu-related complications, which could include sinus and ear infections, pneumonia, and extreme inflammatory responses in the body. Thus, medicine for children, from ages 0 and up, is an important pharmaceutical market.

Hyland’s products combine natural ingredients to provide healing solutions parents can feel comfortable giving to children of all ages.Hyland’s products combine natural ingredients to provide healing solutions parents can feel comfortable giving to children of all ages.Working with design firm Little Big Brands, Hyland’s, a 115-year-old legacy brand of natural and homeopathic products, has introduced a new look for its kids and baby lines to make medicine more appealing to children.

Hyland’s products combine natural ingredients to provide healing solutions parents can feel comfortable giving to children of all ages. But through the years the natural strength aspect became lost in the brand’s visual presence while other natural players entered the market that were much more telegraphic with that message. So, Hyland’s determined a rebrand was in order.

One of the most important elements was finding a unique illustration style that would entice children to take their medicine more willingly. The redesign stepped away from the child illustrations used previously on the kid medications and the baby photography on infant products. Instead, a range of adorable storybook-like animals were developed that speak to the benefits of the products:

  • A beaver for oral pain relief
  • A giraffe for sore throat
  • An elephant for stuffy nose
  • A sloth for sleep.

One of the most important elements was finding a unique illustration style that would entice children to take their medicine more willingly.One of the most important elements was finding a unique illustration style that would entice children to take their medicine more willingly.These cartoon designs also work well on digital touchpoints and can be animated. 

The second element Hyland’s wanted the rebrand to embody is a confident new upright brandmark that screamed natural efficacy and became a bullseye on pack. It is also a helpful tool for consumers to identify multiple products across the shelves. The carton canvas went to a clean modern white, which allowed the illustrations to stand out more easily. “The combination strikes the perfect balance of natural efficacy,” says the company. 

Companies in this article
More in Pharmaceutical