Seymourpowell created the brand identity and packaging design for Goldshield's new SHAPE.SMART weight management product line, which includes APPEsat, LIPObind, and newly launched DEcarb. The design unified the three sub-brands under the SHAPE.SMART umbrella brand to improve visibility and standout on shelves. Seymourpowell developed the name, graphics featuring a central figurine shape, and coordinated color packaging designs. They also helped Goldshield develop the EATERtypes assessment system incorporated into the packaging design. Goldshield commented that the design successfully brings together their weight management products to give them great brand presence in stores.

1. PRESS RELEASE
Seymourpowell creates iconic brand identity and packaging design for
new SHAPE.SMART™ range from Goldshield
London, UK, 17 June 2010 – leading global design and innovation company Seymourpowell is
pleased to announce it has created the name, brand identity and packaging design for the new
SHAPE.SMART range from leading pharmaceutical company Goldshield. SHAPE.SMART is a new
umbrella brand from Goldshield’s healthcare division and consists of three weight-management
products: APPEsat™, LIPObind™ and DEcarb™.
Previously, APPEsat and LIPObind existed as individual products under the Goldshield brand. With
the recent launch of DEcarb, a natural carbohydrate blocker, the brief given to Seymourpowell was to
create a new weight-management umbrella brand within Goldshield, bringing the three sub-brands
into one related family of products with their own distinct identity and on-shelf standout.
Working closely with Goldshield on brand strategy and positioning, Seymourpowell introduced
SHAPE.SMART as the umbrella brand name and developed clean, proud and iconic graphics,
including the central figurine shape to reflect those within Goldshield’s own visual identity. Under the
new design, APPEsat and LIPObind packs retain their original blue and red colour palates, while
DEcarb introduces a combination of green and red. All three have matching typography and design
layout.
Seymourpowell also helped Goldshield co-develop the SHAPE.SMART EATERtypes™ system so it
effectively worked within the pack design. EATERtypes is an assessment method specifically
developed to inform and help users understand their eating habits and therefore which of three
products is best suited to them.
David Towse, Marketing Manager at Goldshield Group Limited commented, “Seymourpowell has
created a brand identity for SHAPE.SMART that successfully unifies all three of our weight-
management products giving us great brand presence at point of purchase.”
Jonathan Shaw, Director of Packaging at Seymourpowell added, “We have an excellent relationship
with Goldshield and were delighted to work closely with the team to develop the SHAPE.SMART
umbrella brand in its entirety. Combining the launch of DEcarb with the union of all three products
through design, we’ve successfully given the range a new lease of life and fantastic on-shelf
standout.”
***ENDS***
For further information on SHAPE.SMART packaging design:
Tim Duncan
PR Global, Seymourpowell
Email: tim.duncan@seymourpowell.com
Tel: +44 (0) 20 7386 2369

2. For further information on SHAPE.SMART products and/or Goldshield:
Simon Hackett
Pegasus PR
Email: shackett@pegasuspr.co.uk
Tel: +44 (0) 1903 821550
About Seymourpowell – the shape of things to come
Seymourpowell is one of the world’s leading design and innovation companies. Founded in 1984 by
Richard Seymour and Dick Powell, the London-based group of award-winning designers has
produced some of the ‘milestone’ products of the last two decades. The company is now part of the
Loewy Group.
Seymourpowell is currently 80 people, combining a design studio, research centre, materials library
and prototyping workshop.
Seymourpowell has a unique holistic approach to design and innovation, which combines in depth
experience and up to date intelligence about people, markets and businesses. The company has the
ability to forecast and interpret the vital implications of behaviors and work out future scenarios to give
its clients the confidence and reassurance they are making the right decision.
Seymourpowell is skilled in exploiting ideas that create real value and always look to move clients
forward creatively. Seymourpowell is not just a company of visionary thinkers, but future ‘doers’.
Ultimately, Seymourpowell is about making things better: better for people, better for business and
better for the world.
Specialisms include design innovation, transportation design, ethnographic user research, strategy
and new product development (NPD), trends and forecasting, product design and development, 3D
structural design and 2D graphic design
About Goldshield
Goldshield Healthcare is the healthcare division of the Goldshield Group plc, a leading British
pharmaceutical and healthcare company. Goldshield Healthcare produce ethical prescription
pharmaceuticals, non-prescription medicines, vitamins, minerals and supplements and a wide range
of other healthcare products.