Pre-Feral work by Fer Ledesma at TBWA\Worldhealth México, for Medix.
Medix, Mexico’s market leader in weight management with 40% market share, needed to relaunch and expand its supplement portfolio under one unified brand architecture.
The problem wasn’t just visual. The supplement category in Mexico had a credibility problem: cluttered shelves, low consumer trust, and packaging that read as either miracle-cure or generic pharmacy product. Nothing in the category looked like it deserved to be trusted.
The line needed one system that communicated health, premiumness, and clinical credibility all at once, and it needed each of the 9 SKUs, appetite suppressants, fat burners, metabolic accelerators, multivitamins, to read as distinct while still belonging unmistakably to the same family.
Fer led the project end to end, from strategy through structural concept:
The result was a color-coded, apothecary-inspired packaging system where every SKU owns its own color while reading as part of one coherent line, solving the category’s credibility problem at the shelf level.