Avidity Creative – Cedar Crest

Stone cold renderings to showcase Avidity Creative's brand design for Cedar Crest ice cream

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Request

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Outcome

Ibrance – Pfizer Rx

Calendarized holistic packaging that guides breast-cancer patients through a complex dosing cycle

Ibrance® (palbociclib) is a potent CDK 4/6 inhibitor for HR-positive, HER2-negative metastatic breast cancer. To work safely, patients must follow a strict 21-days-on / 7-days-off schedule at one of three strengths (75 mg, 100 mg, 125 mg). Early in-market bottles left many women second-guessing whether today was an on day—or if they’d already taken a tablet. Workshop interviews in Manhattan confirmed the core pain: “I dump the bottle and count backwards to be sure.”

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Pfizer charged Sam with leading the structural redesign from bottle to a holistic, wallet-card-plus-carton system that makes dosing intuitive—even for patients fatigued by chemo.

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Problem

Patients lacked confidence. A bottle offered no visual cue for where they were in the cycle, leading to mis-dosing risks. Any new pack also had to:

meet F=1 child-resistance (FDA) without frustrating older or neuropathic users;
keep all three strengths visually distinct;
integrate clear graphics from Pfizer’s partner agency without altering structural integrity.

Outcome

Within 24 months we moved from workshop sketch to market launch (2020):

Three wallet cards per carton, each holding seven tablets.
A circular, start-any-day blister pattern—patients align Monday-Sunday clockwise, eliminating calendar math.
Design-patented blister geometry (US Dxxxx, 2021).
Passed F=1 on the first test submission for 100 mg & 125 mg; 75 mg required one tweak due to round-tablet shape.
Pfizer’s HCP materials now highlight the pack as a built-in “dose-tracking” aid.

ZYNcoin Comfy Can

Turning a throw‑away plastic canister into a pocket‑proud premium accessory

When Web3 venture ZYNcoin wanted to move from digitalhype to tangible value, it asked its in‑house brand Get Comfy to deliver somethingholders could actually carry. The brief: create a premium aluminium snus canthat mirrors the familiar plastic ZYN container in size and capacity, feelsgood enough to show off, and slips discreetly into any pocket. Oh—and hide afunctional bottle opener in the base.

Get Comfyturned to pkgd.design, a packaging design agency known for rapidindustrial design turnaround and flat‑rate scalability. Our mission wasclear: transform a sketch into supplier‑ready CAD in under a week, proving thata fractional industrial‑design partner can outpace traditional studios withoutcutting corners on craftsmanship.

Problem

ZYN’s stock tin is injection‑moulded plastic: cheap, light,and designed to be discarded after a single use. Replacing it with CNC‑machined aluminum packaging introduced three intertwined hurdles:

Geometry paradox – The client wanted the bottle opener dead‑centre on the can’s underside. Standard pry‑bar profiles need an exposed edge; a sealed disc offers none.
Capacity constraint – The new can had to hold exactly 15 nicotine pouches—no user should sacrifice convenience for style.
Weight & cost balance – Aluminium brings premium tactility but threatens pocket weight and machining minutes, which can balloon unit costs.

Failing on any front would reduce the product to a novelty gimmick rather than a flagship merchandise piece for a crypto‑savvy audience.

Outcome

In five business days pkgd.design delivered two fully manufacturable versions:

Debossed lid – streamlined feel, lower tool wear, and projected unit cost of $X.
Embossed lid – mirrors the client’s original concept, adds X g mass and ~X % extra machining time.

Both variants matched the original plastic tin’s outer dimensions within ±0.05 mm, retained full 15‑pouch capacity, and arrived with STEP files, cutter‑pathn otes, and ISO‑dimensioned drawings any CNC shop could run immediately.

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Challenges

Child-resistant yet senior-friendly

To earn an FDA F = 1 rating, the wallet had to defeat curious five-year-olds—but still open effortlessly for women whose grip strength may be weakened by chemotherapy or age. We iterated nearly a hundred cardstock prototypes, tweaking tab geometry, perforation depth, and push-through force until we struck that razor-thin balance of safety and usability.

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Visual adherence—no electronics allowed

Regulatory and cost constraints ruled out smart caps or reminder apps. The package itself had to function as the adherence tool. That meant encoding the entire 21-days-on / 7-days-off cycle directly into structure and graphics so patients could see at a glance where they were—without doing calendar math or dumping tablets to count backwards.

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Three strengths, zero mix-ups

Ibrance ships in 75 mg, 100 mg, and 125 mg doses. Each blister wallet had to make its strength unmistakable under harsh hospital lighting while staying visually cohesive as one brand system. Structural markers, die-line variations, and high-contrast graphics (developed with Pfizer’s agency partner) kept pharmacists and patients from grabbing the wrong strength.

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Regulatory deadline race

Tablet chemistry was already in FDA review, and any structural delay could ripple into commercial launch. We ran parallel tracks—material validation, child-safety testing, and print-production trials—compressing what’s normally an 18-month loop into 12. Passing F = 1 on the very first submission preserved the timeline and avoided millions in potential write-offs.

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Solution

Insight-driven circular layout

Linear “Day 1-7” strips (and off-the-shelf dose-packs) still force users to find the right starting cell. An Industrial-Design eye saw that a closed loop turns dosing into a visible journey: every pop moves clockwise toward a full circle, reinforcing progress and rest cycles.

Human-factors prototyping marathon

Using Illustrator dielines + rapid cardstock builds, we iterated ~100 combos of push-through force, tab depth, and die-cut radii. Final spec hit the sweet spot: median adult access time X s vs. child success rate < 8 % (F=1 threshold).

Evidence-based adherence framing

Meta-analyses show calendar blister packs boost adherence effect sizes (ES 0.80) compared with bottles. Pfizer’s own FAQ now echoes that benefit.

Open acknowledgment of trade-offs

Community forums reveal some legacy capsule users find the new push-through harder with neuropathy and dislike extra material. We balanced these concerns by optimizing pop-force and minimising board layers wherever F=1 allowed.

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Result

Since its 2020 launch, the circular wallet has become the standard presentation for every Ibrance® strength, turning a once-confusing 28-day regimen into a daily ritual patients can trust. Oncology teams report markedly fewer “Did I take it?” calls, Pfizer’s own launch debrief praised the pack for reducing dose-timing questions, and rival CDK 4/6 therapies have begun adopting calendarized blisters of their own. By merging F = 1 child resistance with a UX-driven visual cycle, the new system empowers patients to see progress at a glance while meeting the highest safety bar—exactly what the bottle could never deliver.

“The circular wallet gave our patients confidence they were on the right day, every day.”