Dicoflor – New lightness for strong gut flora

Dicoflor has been an established probiotic brand in pharmacies for many years – but in a dynamically growing market with new, lifestyle-oriented brands, a relaunch was necessary. The aim was to clearly structure the range, give it a more modern look and feel, while retaining Bayer’s medical expertise.

At the heart of the repositioning is a new brand architecture that clearly structures the extensive Dicoflor portfolio – both visually and in terms of content. The packaging design combines pharmaceutical credibility with a friendly, positive appearance. Instead of typical defensive symbols such as shields, abstract “worms” now appear – a charming visual key element that symbolises microbiota and stands for the constructive approach “for something, not against something”.

The new range relies on strong colour codes, variety-specific differentiation and an iconic layout that creates both recognition and orientation on the shelf. Existing brand values have been retained but given a modern interpretation. As a result, Dicoflor remains visibly Bayer – but appears more approachable, contemporary and relevant to new target groups.

A medical product becomes an emotional experience – without losing its seriousness.