Developed by two advertising executives, Richard Fine and Nathan Frank, the New York-based Help takes the anxiety and confusion out of finding a fix for mundane ailments. The actual products inside are not an innovation, but the package design is. Help starts with the basic premise that even typically healthy people need minor medical attention now and then. Reliable remedies have been available for years, but when you’re not feeling great, the last thing you want to do is read overly designed labels offering a dizzying array of curative promises.
Help is essentially little “first-aid” kits packaged by type of ailment. “Help I have a headache” offers 12 acetaminophen tablets. “Help I cut myself” includes eight adhesive bandages in two sizes, shown debossed on the lid. Got a blister, can’t sleep, body aches, allergies? Help is available.
The so-called “brand” language is a plain-spoken self-diagnosis of the physical problem, and the graphic identity is a look of unadorned simplicity. The packaging is designed to alleviate environmental headaches too. The containers are recyclable and biodegradable, made from molded paper pulp and bio-plastic, mostly of corn.