Background
California Natural Products came to us with a brand strategy, a final product, an idea for packaging, and a name: Svelte. Their goal was to launch Svelte under the parent brand CalNaturale in the Spring of 2010 and make their first foray into the world of retail. Competing in the nutritional beverage category—already crowded with fortified teas, smoothies, sports drinks, energy drinks, and meal replacements—would require CalNaturale to make a big impression to get on retailers' shelves and into consumers' shopping carts.

Solution
Our engagement consisted of validating their existing strategy, providing verbal branding direction, and creating an identity system and package design. We also provided the design of an initial website that was developed in five weeks to coincide with the brand's launch.

Svelte had to appeal to busy, diet-conscious women seeking healthy nutrition in the midst of a hectic day. In addition to convenience and health benefits, the product brand had to communicate empathy and a sense of connection to its audience. This was achieved by creating a confident, playful personality expressed primarily through a vibrant talk bubble with an engaging message. To complement this graphic, we sought a clean, simple, and direct design that ensured the package would stand out from the competition on-shelf.

The product cases and website designs are extensions of the individual package design, featuring the same encouraging messages. Because the client's biggest form of advertising will be the product's retail presence, we designed the cases to create a highly compelling billboarding effect when placed together.

Results
During pre-launch press briefings, sales calls, and trade shows, Svelte has enjoyed a high level of interest and excitement. In addition to its all-natural ingredients and great taste, the product's distinctive identity and package design have retailers across the country eager to place it on their shelves. We're very pleased to have partnered in the creation of this new product and will be proudly following its growth in the future.

"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."

Clark Driftmier
Vice President, Marketing and Sales
Branded Products
California Natural Products