Packaging Design with the Consumer in Mind
How do you build a great brand? My philosophy is to think like a consumer. That means making tough design decisions that push on what’s really important, honing and simplifying an idea down to its core tenets. What makes a great brand are people who challenge themselves to blend passion and purpose, because the products we truly love are usually crafted by enthusiasts for enthusiasts like themselves.
In-Market Designs Viewable at FDM and Natural Channel Retailers Below
LAUNCH Spotlight: Natrol Quick Balance Mints
Our internal Creative team was asked the question “How do we premiumize our recently introduced brand architecture with a fresh approach that was fun?”
What came next was pushing the limits of the original “ombre” color system that had recently been established with the development of a new colorway structure rooted in experiential flavor cues.
Quick Balance Mints™ launched in early 2024 in a metal tin, a novel container for Natrol®. The unique shape and experience of the product allowed for the freedom to increase the Natrol logo in size and rotate it counterclockwise, pulling together a modern yet retro feel to the platform.
REBRAND Spotlight:
Jarro-Dophilus Probiotics
In 2021, Jarrow Formulas, a dietary supplement pioneer, embarked on its first external restage by an agency since the inception of the company in 1977, a massively complex initiative.
While the basic structure for the Jarrow Formulas brand was provided by our design agency, sub-brands like the Jarro-Dophilus® probiotic platform (34 SKUs) required tailor-made modifications built our in-house design team to separate it better from the new core brand architecture. The probiotic shopper is a specific type of consumer who is accustomed to considering details like CFU counts and shelf-stability in their purchase.
The final result expanded high-level design elements that helped shopability while still maintaining a direct connection to the brand’s new, overall architecture.
THE REBRAND ACROSS SOCIAL CHANNELS.
BUILDING OWNABLE Brand ASSETS.
Not every design starts with a blank page.
For the 2024 launch of Natrol Magnesium Gummies, we built on and expanded the brand equity of Mel the Monster, a beloved character introduced in the years prior and brought the concept into a new innovation pipeline.
My internal team expanded the original KIDS design architecture from 2018, creating a flexible foundation for future line extensions while helping us meet our cost-efficiency KPI goals for the year.
Packaging in Action
A glimpse of recent packaging designs across social media.
