London design agency Pearlfisher has redesigned packaging and visual identity of the well-known specific medication for adult men Viagra. The new look «emphasizing premium credentials» of the product will be launched in the Russian market.

Additionally to the сolour coding of different dosage, and typographical solutions on the symmetrical letters A and V, the agency has designed the structural packaging—a perforated edge running through the last letter A.

The aim of the redesign was to switch focus from pharmatheutical, functional benefits of Viagra to its emotional and lifestyle-led cues instead.