With distribution expanding to 17 countries, our task was to audit and evolve the three leading ranges (Clean Lean Protein, Good Green Vitality and Kids Good Stuff) to better communicate the key benefits with directness and credibility.
In collaboration with the global Nuzest team, we conducted market research to understand how to best meet consumers’ needs and to explore motivators that encourage daily consumption.
We pinpointed the core challenge for Good Green Vitality to be elevating above competing ‘greens’ products—positioning it as a superior, complete supplement solution. This redesign was an important transformation from Good Green ‘Stuff’ to Good Green ‘Vitality’ to better align with Nuzest’s mission of providing ‘Not just a boost for today, but Nutrition for Life’. We organised the essential information on pack so consumers can read exactly what they need to know at a glance. Now with a distilled set of pack messaging we achieved a clean, modern aesthetic without sacrificing hard working call outs.
Clean Lean Protein, the best selling product of the range, had attracted a loyal following due to its superior formulation using premium European golden pea protein. However, the packaging redesign needed to reaffirm Clean Lean Protein’s position as the benchmark for quality in the protein category while driving daily consumption via serving suggestions.
Our task with Kids Good Stuff was to reposition the kids range to appeal to a broader age group and to reinforce its premium position in the market. So, how do you get the ‘Good Stuff’ into kids? Consumer research revealed the challenge of any busy parent is to provide their child with nourishing snacks to have in between meals that were low in sugar, convenient and above all incredibly tasty. Front and centre is a yummy smoothie graphic in popular flavours of Rich Chocolate, Wild Strawberry and Vanilla Caramel – a sure way to win over children. We also created visuals of ingredients to connect with the ‘real flavours’ that are free from any bad stuff.
The evolution of the Nuzest brand and packaging offers a distinctive and powerful visual identity that sharply cuts through the clutter with confidence and clarity.
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