Modernizing a long-standing market leader to define an unclear pharmaceutical category and clarify product use.
Rebuilding brand visibility and relevance for an iconic product competing in an ill-defined retail environment.
Launched in 1998, Dramina was the first medicine introduced to prevent and treat motion sickness in both adults and children, eventually capturing a dominant 83% market share. However, after two decades without a design update, the brand’s original visual identity had lost relevance.
Furthermore, motion sickness remedies lack a dedicated category on pharmacy shelves—frequently placed alongside indigestion treatments or mistaken for homeopathic products. Given this unclear placement and the impulsive nature of consumer purchasing in the category, Jadran (Dramina's manufacturer) turned to Mildberry to update the brand's visual communication strategy. The goal was to make the product more visible, distinct, and immediately understandable to shoppers.
Creating a modern, striking, and highly informative packaging concept to define category context and age suitability.
Mildberry redesigned the packaging system to build shelf impact while delivering clear usage guidance for both adults and parents.
We developed a bold visual language that instantly communicates the product's functional purpose and usage situations. By incorporating clear graphic cues, the design cuts through pharmacy shelf clutter and helps consumers quickly identify the medicine's specific benefit. The updated system gives Dramina a strong visual presence on shelves, eliminating confusion with adjacent product categories while maintaining its legacy of market trust.
For Dramina for Kids, we created a distinct packaging emphasizing that the product belongs specifically to children's medicine, signaling safety, gentleness, and trust to reassure buying decisions.
A modern packaging design that reaffirmed Dramina’s authority and redefined its category on pharmacy shelves.
Mildberry provided Jadran with an updated visual identity that solved complex navigational challenges. By combining clear usage context with a dedicated, safety-focused design for the children's line, Dramina successfully modernized its heritage while solidifying its long-standing market leadership.