proven scientifically

Smith Design created a new look for ThermaCare® that built on an “Advanced Science” positioning and overtly expressed the brand as more premium, more emotional and ultimately more efficacious.


technology visualized

As part of our exploratory we developed a range of icons that effectively communicate the patented “Deep Heat” technology, central to the brand’s efficacy message.





As part of the strategy to make ThermaCare® the destination brand for temperature-based pain relief, ColdWraps were introduced, leveraging the equities of the baseline heat products. We developed a Target Temp technology icon along with imagery that clearly shows areas of pain relief so that consumers have the information they need for effective pain relief.



There has been an overwhelming positive response to the global redesign —not just in the US, but in Germany, Italy, France & the UK. This is pretty much unprecedented for ThermaCare since Pfizer’s ownership of the brand. Thank you again for the great work.

Pfizer Consumer Healthcare, Senior Manager Global Package Design, Global Creative Services at Pfizer Consumer Healthcare

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