For over 80 years the Nu-Lax brand has been helping Australian families with their digestive health. Launched in Melbourne in 1937, most of the brand’s growth over the last five years has come from China.

In addition to the refresh of Nu-Lax Laxative and Fibre ranges, Orchard Manufacturing briefed Saltmine to expand the new visual identity across the full digestive health category and to create a premium range for the brand. 

The Nu-Lax Platinum formula focuses on broader digestive health, to complement the everyday range. To set this range apart from the rest, we used premium print finishes such as foils and embossing to communicate the step up. The “Australian Made and Owned” claim in a silver seal device, was included to appeal to overseas consumers who hold Australian products in high esteem, and locals alike.