In the LGBTQ community, the term "poz" is often used to label someone who has tested positive for HIV or the AIDs virus. Made ubiquitous by dating apps, this terminology has gained a negative connotation that those who are infected struggle to free themselves from.
Poz Pharmaceuticals aims to make the experience of treating HIV as positive as possible, while also erasing the stigma around the terminology associated with the virus. Poz is bold and straight-forward, colorful and positive. It is important to recognize the weight of an HIV or AIDs diagnosis and subsequent treatments, which is why poz doesn't try to be playful or cheery. Rather, poz focuses on what people want most: quick, and straightforward treatment that lets them get back to their lives.
COURSE: PACKAGE DESIGN 3
INSTRUCTOR: THOMAS MCNULTY
BRAND VALUES: BOLD, CONFIDENT, POSITIVE
The packaging system employs color-blocking that serves a purpose:
The warmer the color, the stronger the medication. The cooler colors are over the counter. Users of this prescribed medication can sometimes experience side effects in the form of headaches, stomach aches, and trouble sleeping. Poz Pharmaceuticals anticipates this by providing painkiller medication, dietary supplements to replace lost nutrients, and melatonin to help with sleep.