Background
California Natural Products, an organic ingredient supplier, came to us when they were ready to launch their first consumer brand, a natural energy drink named Svelte. Competing in the nutritional beverage category—already crowded with fortified teas, smoothies, sports drinks, energy drinks, and meal replacements—meant they had to make a big impression. The product's brand strategy, packaging concept, and name were already in place. California Natural Products asked us to ensure that Svelte's debut in the world of retail would be a success.

Solution
To stand out in its category, Svelte had to appeal to busy, health-conscious women seeking nutrition on the go. With this in mind, we evaluated the existing brand strategy, provided verbal branding direction, created an identity system, and developed a package design. We also designed an initial website to coincide with brand's launch, which was only five weeks away.

In addition to convenience and health benefits, Svelte's packaging had to communicate empathy and a sense of connection to its audience. We achieved this by creating engaging thought bubble messages on the front of the carton. To complement this graphic, we employed a clean, simple design to ensure that the package would stand out from the competition. The product cases became extensions of the package designs, featuring the same encouraging messages. Because the client's primary form of advertising would be the product's retail presence, we designed the cases to create a highly compelling "billboard" effect when placed together.

Results
Since Svelte's launch at the 2010 Natural Products Expo, the packaging has been recognized as the key reason why consumers connect with the product. Clark Driftmier, Vice President of Marketing and Sales at California Natural Products, had this to say about our work's reception at the Natural Products Expo in 2011:

"You guys are rock stars. The packaging was a gigantic and total hit at the Expo. Multiple comments that it's the best packaging bar none at the Expo. And since Expo is the 'big tamale' of natural and organic, it puts your package at the very top of the industry."

Today, the brand's distribution and sales continue to grow. Svelte is on the shelves of grocery stores like Whole Foods, as well as health clubs across the US.

OUR WORK INCLUDES:

Category Analysis
Brand Architecture
Brand Platform
Brand Identity and Systems
Package Design and Systems
Mechanical Production
Tradeshow Design
Website Design