Creality Home > News > Theraflex – Gl ...

Theraflex – Globally locally successful

Brand + Packaging Design Relaunch
Theraflex – Globally locally successful

Theraflex shows you how

Our work for Bayer’s Theraflex product line, which is marketed in Russia and the former CIS states, shows how to be successful locally in global markets. Theraflex is a product designed to counteract joint wear.

In close cooperation with our glba partner agency in Moscow and the Russian Bayer marketing team, we strategically reworked the product and brand architecture, positioned the brand, redesigned the brand umbrella and visualized it in packaging design.

The product and brand architecture was strategically reworked by Creality in such a way that it is comprehensible on the market side and offers orderly space for the new products of the Theraflex pipeline.

We then developed three different routes on the basis of a “Bayer Market Segmentation” based on extensive market research.

Route 1: Deduction via Consumer‘s Perception



Route 2: Deduction via Treatment



Route 3: Deduction via Target Audience Focus



For each of the three routes, the brand positioning was worked out in detail, the brand umbrella redesigned and the packaging design visualised.

We worked closely with our partner agency glba Moscow (Depot WPF) until the final decision for one of the three routes was made.

For the concrete implementation through to the final printing of the packaging, glba Moscow subsequently took over the lead in close cooperation with Bayer’s Russian marketing team.

The Theraflex case is an exciting example of how you can conquer local markets worldwide if you really understand your trade, have the right network partners and can fall back on fundamental first-hand market and consumer insights.

About Berndt+Partner Creality
As a global agency for brand and packaging design and innovation for food, non-food and OTC products in the fast moving consumer goods sector, we present the latest trends, news and insights from the packaging industry. Our interdisciplinary team with an experience of more than 1,000 projects in over 20 years keeps you up to date.
Our services
We are Berndt+Partner Creality, a global agency for brand and packaging design and innovation for food, non-food and OTC products in the fast moving consumer goods sector. We are designers, engineers, conceptioners, developers, market researchers, tinkerers, strategists and idea providers. An interdisciplinary team with an experience of over 1,000 projects in more than 20 years. We are insiders with an outside perspective. Local and global. Directly for your target group.
Design + Branding
On the basis of holistic thinking and a seamless combination of precise strategy, innovative design and optimal printing technology implementation, we create from your new packaging a real product experience with an unmistakable presence in the market.
Learn more
Innovation + Engineering
With our competence in graphic and structural design and our comprehensive understanding of technology, innovative packaging design becomes a real success factor for you.
Learn more
Special Projects
With a sense for new trends and consumer needs in a constantly changing market environment, we develop new, individually tailored service packages for our customers.
Learn more