Founded in 2008 by former advertising executives Richard Fine and Nathan Frank, Help began as a passion project—a response to personal distrust and confusion with over-the-counter products, packaging and language. Amid a characteristically staid category, the brand quickly amassed a cult following for its sleek, eco-friendly packaging, clever product monikers, and online wit. After their initial launch, Help discovered a problem bigger than packaging; the ongoing need of drug companies to make and sell more resulted in a proliferation of unclear products and packaging. More than an incidental annoyance, the confusion generated by unclear labeling can be dangerous: According to the National Safety Council, increases in accidental overdoses of over-the-counter, prescription and illegal drugs are one of the fastest-rising causes of accidental death in the US and an estimated 25,000 people die of unintentional poisonings from these substances each year.

In a collaboration with Pearfisher New York, Help Remedies, launched a bold “Take Less” statement, calling out big pharma for its excesses while promoting the idea of moderation in over-the-counter drugs. In a category that traditionally promotes more, Help is communicating a unique message of less drugs (all of its medicines are made with single active ingredients); less dyes (its drugs are made with no dyes and the fewest possible coatings); and less confusion (each product is titled after the symptom it’s intended to solve instead of a brand name). This book is the visual interpretation of the Take Less brand and campaign message and will be used in Help’s marketing efforts; its seven over-the-counter products debuted in October in over 8,200 Walgreen’s stores nationwide.

Communication Arts

// From our friends at Communication Arts

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