Structuring a complex medical portfolio to maintain market leadership and simplify consumer choice.
Re-architecting a category pioneer's complex portfolio to defend market share against aggressive competitors.
Entering the CIS market in the early 2000s, Aquamaris pioneered the seawater nasal preparation segment. While maintaining a dominant 46% market share, the brand faced growing pressure from competitors investing heavily in distribution and new product formats.
To expand its reach and accommodate new product innovations, including aerosol formats, Aquamaris needed a refreshed visual identity. The existing brand communications failed to spark target growth among new consumers and medical professionals. Furthermore, an overstretched product matrix left shoppers struggling to identify the right treatment on pharmacy shelves. Mildberry was brought in to modernize the brand's visual system, restructure its portfolio architecture, and improve shelf navigation.
Streamlining a complex product matrix into a clear, purpose-driven architecture with enhanced visual navigation.
Mildberry organized the extensive portfolio to align product purpose with consumer needs while reinforcing the brand's natural heritage.
We analyzed the entire Aquamaris portfolio, helping the brand rationalize its matrix by identifying core priority SKUs, phasing out redundant items, and categorizing each product strictly by its functional purpose and age suitability.
We developed a cohesive visual hierarchy that retained core brand recognition while introducing distinct color cues and clear messaging. The design emphasizes the natural seawater composition and clearly communicates the specific benefits of each product variant.
The updated visual system balances accessible, consumer-friendly navigation with a clean, clinical aesthetic that reinforces trust within the medical community and among healthcare professionals.
A modern, intuitive portfolio framework that cemented Aquamaris' position as the undisputed category leader.
Mildberry provided Aquamaris with a structured brand system that eliminated shelf confusion and improved product selection for consumers. By combining strategic portfolio optimization with clear packaging design, the brand effectively protected its market dominance and established a scalable foundation for future product launches.
