Help is a startling fresh approach to simple everyday healthcare needs like plasters and headache pills. The packaging is simple, clear and oh so ’straight to the point’. We spoke to the founder, Richard Fine about why he decided these types of products needed a make-over and the power of adding humanity to a business.
Plasters and headache pills don’t seem to be products that need a make over.. .why this product and why now?
I agree just prettying stuff up would be a little superficial but I do think American medicine and healthcare needs a fundamental rethink. Over the-counter medicines are actually declining, which is stunning considering we have a growing and aging population. The features arms-race typified by “extra strength rapid release tension migraine gelcaps” has made the category incredibly complicated and unwelcoming. People under 50 are opting out altogether or moving to more approachable but questionable homeopathic solutions. My partner and I want to make real medicine simple and approachable. That means rethinking the packaging but also stripping out the silly coatings and dyes from tablets and making bandages simpler and more intuitive. We are starting with those two products but you can expect this approach to be manifested in a broader line relatively shortly.
The packaging is very fresh - what were the motivations that drove the design?
Thanks. Our idea was to make medicine simple and friendly. The design is the living embodiment of that goal as both packs visually explain their contents, are soft to the touch and are made from a new sustainable material – molded paper pulp. I should call out the designers we collaborated with as I think you will be hearing more from them in the coming years, the structure was designed by ChappsMalina and the graphic identity the work of Little Fury.
Do you have a strong background in new product development or healthcare products?
My parents are actually both Professors of Epidemiology and so there is a family history with medicine. I was also previously a consultant on new product development for big companies like Diageo, Nike, and PepsiCo. However, I don’t think expertise is what this category needs, it needs some humanity. Nathan (my partner) and I are both humans which has been useful.
Why did you think you could do this? How long did it take? And what’s driving you?
It has taken a bit under a year to get to this point and it feels very good. Mainly we are excited about the future, the healthcare space needs new thinking and new direction, and we want to be a part of that.
And finally, where can we find these products?
Our website www.helpineedhelp.com is a good place to start. You will also be finding us in design stores in New York, LA and SF and some high end hotels. We are just finalizing a deal with a new hotel here in New York as the first hotel to formally sign on but I can’t say anything yet. However we don’t see this as high end design play for long we want to be an simple everyday brand you find in your local CVS and Walgreens.
