Bluepharma is the first company in the pharmaceutical sector, worldwide, to launch MEDICINE packaging on the market with an identification system for the colorblind, the ColorADD code.
It is with great satisfaction and pride that we develop this project and that we adopt this inclusive system throughout our portfolio. This is a pioneering project in the world, in the pharmaceutical industry, which seeks to mitigate a problem that affects 350 million people worldwide," says Paulo Barradas Rebelo, President of Bluepharma.
Miguel Neiva, creator of the ColorADD code, says: "I confess that this is a moment of great satisfaction for us, and I am sure for Bluepharma too, because the value of this pioneering partnership in the pharmaceutical sector is unquestionable.
We have been travelling a long road, side by side, that, through a co-creation model, materializes today in a solution of great impact for a sector where color is a relevant factor in communication and the purchasing independence of color blind is decisive to make the right choice whenever color is a factor of differentiation / identification of the drug."
"I reiterate my thanks to Bluepharma and its entire team that, with resilience and determination, promoted this innovative solution to the regulatory body, reinforcing the certainty that we are together in the goal of promoting the inclusion of all," he concludes.
This innovative project thus becomes an integral part of the Bluepharma drug packaging rebranding process carried out following the celebration of the brand's 20th anniversary, which was marked in 2021.
We are together now and in a more colorful future.
ColorADD is a color identification system for the color blind, a language representing the 3 Primary Colors - Blue, Yellow and Red - through graphic symbols. Based on the concept of "Color Addition" the Symbols can be related to each other, and the entire color palette be graphically identified.
ColorADD is implemented in several countries in a transversal way and in various sectors of social and economic activity, namely transport, clothing, health and hospitals, cities and public spaces, environment, educational material and games, and education, among others.