Inspired by the compassion with which the Adcock Ingram ARV team approaches its tasks on a daily basis, the visuals celebrate the joy of life as well as the hope the products instil in people living with HIV.

They now form the distinctive visual devices that link all marketing material for the different ARV products – packaging, brochures, leaflets, posters and advertising, for example.

According to ODC creative director, Alexis Visser, the Adcock Ingram ARV products are categorised as ‘generics’ and benefit from high Adcock Ingram corporate identity branding and strong corporate colour usage on the packs. However, each of the individual products also need differentiating imagery to distinguish each from the others in the range.

“ARV’s are quite difficult to ‘represent’. We started by exploring how Adcock Ingram’s ARV’s help others. We wrote a story or analogy to represent the value that Adcock Ingram’s ARV’s add to people’s lives and we created a visual to represent that. We then developed individual patterns or graphics from the main visual to apply to each different product to create the necessary differentiation,” said Alexis.

“Adcock Ingram really embraced the approach and the visuals, and adopted it for other elements of their ARV communication and marketing. So, what started as a concept to drive our packaging design actually became the recognisable visual that is the common thread.

“It is a very rewarding conclusion to a very humbling and rewarding design experience,” he said.