The Bayer Group’s Laif products support mental health with natural, herbal ingredients. The Laif umbrella brand comprises various sub-brands with different focuses that promote general well-being or alleviate complaints such as sleep disorders.

The overall brand underwent a design relaunch. The key points of the packaging design relaunch were to strengthen Laif as a mental health umbrella brand and to create a design brand bracket that can encompass both prescription and OTC products and dietary supplements.

Attributes such as clarity, legibility and functionality were important in the creative implementation. But characteristics such as naturalness, gentleness and positivity were also to be recognised in the brand identity.

The newly developed arch element was created as a design and communication element. On the one hand, it strengthens the visual differentiation of Laif products and provides orientation on the shelf and, on the other hand, lays the foundation for an expandable product range in which the element can be used but interpreted differently in each case.

The logo has also been revised. The individual letters were harmonised and emotionalised by integrating slight asymmetries – based on the newly developed arch element – to make the brand appear more approachable.

The arch element is also taken up in communication and used as an extended key visual in conjunction with the logo or as a highlight area. This strengthens the recognisability and togetherness of the Laif product family in all encounters with the brand.

The respective key visuals, which were developed either as photorealistic, light-flooded images of flower arrangements or as independent key visuals for the new product categories, are a further component of the modernisation of the brand image.

The different colour concepts differentiate the respective product ranges. The medical-natural efficacy is achieved through the balanced ratio of colour, white content and key visual and thus also visually distinguishes the medicinal products from the OTCs and food supplements.

The Laif range comprises the 4 sub-brands Laif 900 (prescription), Laif 900 Balance (OTC), Calmalaif (OTC) and Lunalaif (dietary supplements).