Across New York City, corner drug stores are displaying racks of small, square, cleanly designed little packages bearing the word “help” in a variety of lollipop colours. So pretty and appealing are they that you might at first think that they contain candy or makeup. But quite the opposite: this is a line of pocket-sized medication and First Aid supplies for consumers who value good design in every aspect of their lives. Not only is the packaging attractive to look at and convenient to carry around, it is made of paper pulp and corn-based plastic and is completely compostable – quickly making it a darling of the web’s design critique websites.
The company tagline is “Take less,” which I originally interpreted as referring to the small size of the packaging. But according to the company’s truly superior website (www.helpineedhelp.com) it refers to many aspects of the products. Most importantly, less drugs and less dyes – their medications contain only one active ingredient and the fewest possible coatings and dyes. Less confusion – the product names clearly indicate what they are for. Less waste, because of the compostable packaging, and less greed, because 5% of company profits are given to organizations which ensure US children get proper health care. And, interestingly, what they call “less self-indulgence” – a promise not to develop new products unless they are really valuable.
The aforementioned website is as well-designed as the product packaging, and provides the expected company background, media links and contact information. But mostly it’s just plain fun. Intermingled with all the “real” information are whimsical clickable titles – click on “help, I’m bored” and a star counting game appears. “Help, I’m stuck in a rut” assigns you a new identity. You can buy funny help© shirts (“help! I’m bitter and need a table for one”) or make a donation to the charities they support (just click on “help! I have too much money”). Some titles walk a fine line – “help! I don’t know if I’m gay” or “help! I’m a racist” – which may not be in good taste, but at the least show that the company is willing to be edgy (they are handled in a way which didn’t offend me, by the way, but their mere existence could cause a ruckus).
And that’s the key, isn’t it? Beautiful design, simple products and an ever-so-slightly edgy image. The perfect combo for today’s young urban shopper.