Founded by Dr. Nicholas Perricone, MD—a recognized expert in the fields of health, beauty and anti-aging and the author of five New York Times best-selling books—Perricone MD products are patented, researched and formulated by Dr. Perricone himself. The range of products includes topical anti-inflammatory formulations to reverse and prevent damage to skin, as well as dietary supplements that are scientifically designed to promote healthy, youthful skin. After an unsuccessful packaging redesign, that resulted in sagging sales and a loss of brand identity, Perricone MD turned to Toronto-based Concrete Design Communications Inc. to revitalize the brand. The design approach was a modern interpretation of traditional apothecary with understated, elegant typography, scientific photography and frosted amber glass. Concrete also developed a comprehensive campaign that involved updating the visual identity, creating new packaging design, overhauling the Web site and developing both brand and tactical advertising.