Target’s ClearRx named Design of the Decade

MINNEAPOLIS – Target called it “pharmacy rethought from the bottle up” when it was introduced more than five years ago. Now, the company’s breakthrough ClearRx packaging innovation for prescription drugs has been named Design of the Decade by the Industrial Designers Society of America.

Target unveiled ClearRx in 2005 as part of a campaign to boost sales, customer loyalty and awareness of the services offered by its pharmacies. The chain’s pharmacy leaders presented the innovative ClearRx D-shaped bottle design as a solution to the communication, packaging and system deficiencies encountered by users of maintenance drugs, including the elderly.

The system incorporates an upside-down, wide-mouthed bottle with a personalized, color-coded ID ring system for each member of the family, which fits beneath the bottle cap, and an easy-to-read label with larger type and clear instructions. It’s designed to make it easier for patients to adhere to their drug dosage regimen and avoid drug-safety issues, company officials said.

The design awards, sponsored by Teague, are given in recognition of the positive impact that design has on business and society, according to IDSA. “After thorough evaluation of all of the entrants for the 2010 Designs of the Decade competition, ClearRx was the unanimous choice of the jury,” said Masco chief design officer Charles Jones. “There was complete alignment around the aesthetic, functional and societal benefits of the product.”

Jones called ClearRx “an elegant design solution helping millions of users. Target is to be commended for helping to bring such a thoughtful, well designed solution to the marketplace."

Keri Jones, Target’s SVP in charge of health and beauty merchandising, said the company is “thrilled to be honored with this award because great design is a part of our DNA at Target. We brought this same belief of improving people's lives through great design to Target Pharmacy in a meaningful way with the introduction of ClearRx.”