Combining clinical efficacy and emotional calm to launch a modern OTC sleep aid.
Navigating a crowded OTC pharmacy shelf requires balancing medical credibility with consumer empathy.
With over thirty years of leadership in the international OTC market, Unipharm continuously expands its global portfolio of pharmaceuticals and dietary supplements. As the industry shifts toward human-centered branding, pharmaceutical packaging must do more than list functional specifications—it must build an empathetic connection, offering clarity, comfort, and accessibility at every touchpoint.
To address the growing demand for accessible sleep solutions, Unipharm launched Meladrim®, a non-prescription, melatonin-based product designed for adults experiencing sleep disorders. Operating in an affordable price tier, the brand faced stiff competition from standard, utilitarian generics. Mildberry was tasked with developing the primary and secondary packaging (blister pack and carton) to establish product clarity while stepping away from cold, traditional medical tropes.
Creating a gentle, illustration-led visual system that replaces clinical stiffness with emotional warmth.
Mildberry designed a serene packaging framework for Meladrim® that relies on soft color palettes and imaginative art direction to communicate peace and rest.
We moved away from typical pharmaceutical graphics in favor of a soft, illustrative style. The cover artwork evokes light, effortless sleep and emotional comfort.
We anchored the packaging in a palette of soft blue tones, creating an immediate visual association with calm nights and relaxation. This gentle aesthetic stands out against the harsh, white-and-red clinical layouts typical of competing pharmacy products.
A distinctive packaging system that established Meladrim® as a modern, empathetic OTC sleep brand.
Mildberry’s design gave Unipharm a standout retail presence in the sleep correction segment. By replacing rigid clinical codes with imaginative artwork, the packaging helped consumers instantly connect with the brand's soothing purpose.
The launch demonstrated how human-centered design and expressive illustration can elevate accessible pharmaceutical products, giving Unipharm a competitive, highly memorable entry on pharmacy shelves.