The marketing team wanted to communicate more clearly that some of the A.Vogel products are officially registered as proven effect “Traditional Herbal Medicines”.

The research goal was to decide which design boosts trust in effectiveness without compromising the brand’s natural and herbal character:

• Which term and designs on the packaging best communicates that an herbal product is effective? Why?
• Which term(s) best align with the A.Vogel brand? Why?

The team implemented the recommended packaging changes and adjusted marketing materials to raise awareness of the powerful external accreditation of some products as “Traditional Herbal Medicine”.

The findings pointed to three insights:

• The brand’s strong association with plants and herbs shapes how consumers experience packaging designs
• Offering independent verification of the herbal products effectiveness is eye-opening to many A.Vogel customers
• Terms like “Herbal Medicine” hit the sweet spot, conveying both the effectiveness of a medicine, but still linking to A.Vogel’s heritage as a natural-products company