Over-the-counter medications can no longer compete on efficacy alone, but must connect emotionally with consumers to sustain loyalty in the burgeoning health and wellness market. Leveraging expertise in the healthcare category, LPK reinvented the expression of the internal analgesic brand Excedrin by creating experiential assets that deliver

emotive resonance and functional assurance, resulting in
a consumer-preferred design. Through a revitalized and consistent visual language, LPK elevated the proprietary recognition and impact of Excedrin, enhancing the brand presence as a valued and trustworthy healthcare partner.