by Similac.
The Similac Organic/Natural portfolio required a label redesign following the outcomes of qualitative research and in order to compete more effectively in the expanded Organic/Natural segment.
The task was to develop a label concepts to send through consumer evaluation that present an appealing visual identity and show up cohesively at-shelf.
Solution was to create clear relevance and notable point of difference vs competition.
A clear, non-cluttered packaging while using icons/graphics to communicate key product details. 1) A whimsical storybook look and feel by using a illustration of Organic/Natural analogs (cow, grass, etc). 2) On shelves, label will make an emotional connection with the consumer.
3) Bright and cheerful, like the product name: font conveys simple, craft feel.
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• Concept and design