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Our job is to motivate people to buy our clients’ products over any others. Whether it’s eating better, working out, or buying goods that positively impact our planet, Healthy Lifestyle is a way of life. Simply put, we want to be proud of the brands we help create. So we have dedicated a primary focus of the firm to the building of healthy lifestyle brands.
FEATURED CASE STUDY
Realizing every parent’s challenge to conveniently prepare healthy, fresh meals for their kids gave our client his “Eureka” moment — create a grocery store dedicated to the nutritional needs of kids and provide peace-of-mind and convenience for parents.
The recent launch of the Kidfresh grocery store in New York and the accompanying online store is proving a big hit with both parents and kids. As the category creator, our work needed to define this category in the consumers’ mind to insulate the brand from future competition. The bold and graphic design system appeals to the affluent-urban mom’s sensibility while making healthy food fun for kids.
With appearances on CBS, NBC, and The Today Show, Kidfresh has gained recognition and become an essential part of the day for parents and kids alike. |
When the folks from Think Bar came to Addis Creson, it was a last resort effort to rejuvenate a flagging brand that had deeply felt the impact of the low-carb fad slowing to a grinding halt.
Our positioning for Think made the food the hero. We claimed the functional benefits of real food as our point of difference, and built a masterbrand strategy around the concept of true vitality.
The vitality concept served as the driver for the clean and vibrant re-design that clarified and unified all aspects of the brand, including product development, packaging design, merchandising, website, print communications, trade shows,and sales materials.
The Think re-branding changed the destiny of the company without changing who it was. The new brand tells the unique story of a entrepreneurial company that is making the world a healthier place, one bar at a time. |
The Kashi Company is leading a revolution in how people eat by offering products and brand experiences that empower consumers to live their best lives. Addis Creson was charged with evolving Kashi’s corporate identity to better reflect the movement they were looking to inspire.
The elements of the logo express Kashi’s uniqueness and authenticity. The tagline, which focuses on the people behind the products, complements the visual elements and reminds consumers of the personal attention that goes into all Kashi food.
As we extended the renewed identity to the business cards, we invited recipients to engage with the brand through copy, tone, and by restaging a free product coupon. Each card is expressive of the friendly nature of the company and supports their seven whole grain promise.
Finally, we retained white, the equity color we established to unify Kashi’s offerings. Representing their honesty and purity of ingredients, it also offers a clean landing area to showcase the brand equities. |
When Kashi was ready to make the move from cereals to snack crackers, they needed a design that would help transfer the brand’s values to a new category. And, because all communication was taking place on the shelf, the packaging needed to capture attention, introduce the product, explain its benefits, and create taste appeal — all at a glance.
To communicate the union of good-for-you and great taste, we developed the brand idea, Natural Wonder. “Natural” speaks to the healthy, nutritious benefits of the snack crackers, and “wonder” refers to the amazing way the cracker meets a consumer’s rational, physical, and emotional needs. This idea led to an execution that captures the fun and whimsical side of Kashi.
The result is a package that reflects the spirit of the company behind the product, and a snack cracker that quickly became a leader in its category. |
When Kashi was ready to update the look and messaging of their GOLEAN line, they asked Addis Creson to help. GOLEAN, a line of products designed for healthy weight management, is one of Kashi's largest and most successful franchises.
While the business was strong, Kashi felt the GOLEAN bar packaging didn't sufficiently communicate the brand's values and asked us to evolve the design to align with the design system established on other GOLEAN packages.
We started by giving greater meaning to the existing equities by making the slimming shape more prominent and revising the logo's letterforms to maximize approachability.
We then focused on the brand idea, Balance, which reflects Kashi's belief that weight management should be both attainable and sustainable. To bring the idea to life, we balanced the product's ingredients on top of one another to communicate the balance of taste and nutrition, differentiate the flavors of each bar, and create appetite appeal. |
There are few branding assignments more challenging or rewarding than bringing new life back to a venerable brand. That was the case when the new owner of the Electrolux Company sold its rights to the brand name, and yet remained a single-channel direct sales organization with only three years to leverage the equity of its 75-year old name.
A coordinated strategic development by a world-class three-way collaboration was employed to reposition and launch a renewed brand. Cheskin oversaw the team’s internal interviews, consumer testing, and ethnographic studies, and Lunar Design handled the product design. Addis was charged with brand positioning, naming, brand architecture, corporate identity, and consumer communication.
The work resulted in a new brand strategy centering on the essence of fulfillment to pave the way for significant product expansion. Breaking from a tradition of conveying only functional benefits, the new brand builds on a more emotional base. |
Against the background of a faceless healthcare system, we created a distinct voice for Blue Shield of California that recognizes and celebrates the diverse individuals living in the state. Blue Shield's members come from many cultural backgrounds, each with different wants, needs, and expectations. Our strategy, brand voice, and collateral system reflect and communicate this diversity.
Our brand story is, in fact, the many stories of individuals in California. With Blue Shield's help, members enjoy the vibrant health they need to pursue their true passions and find their unique joys.
Our solution was to create a strong unified system aligned with members' needs throughout the membership lifecycle. Getting the right information to the right place, at the right time was key. Our system streamlined the development and distribution process saving Blue Shield thousands of dollars. |
A healthy lifestyle means integrating fitness into everyday life. But we all know that fitness is the first thing we avoid (less than 12% of Americans work out on a regular basis). We decided to change the fundamental manner in which fitness is positioned.
Our process uncovered insights that informed a refined brand positioning, and a new visual expression of the brand. We rolled-out the new strategy with an internal campaign to align (all 26,000 employees) around a consistent message.
The result was a renewed image and a message that focused less on the one hour in the gym and more on how fitness affects the other 23 hours of your day. The new brand ethos also resulted in lower attrition of both clients and employees. |
| Steam Cuisine is revolutionizing the world of quick meals through its unique steaming process coupled with fresh, gourmet ingredients and sauces. To highlight the product’s freshness, we designed the belly band to allow the ingredients to show. To convey the product’s premium quality and unique steaming process, we incorporated food photography with steam against a background of black. |
| We repositioned and redesigned the Aura Cacia brand—a market leader in the aromatherapy category—as the authority on pure essence botanicals. The color bars in the new packaging evoke the natural plant origins of the ingredients. In addition, by linking each product’s primary ingredient to its emotional benefit, our packaging redesign makes the overwhelmingly complex category of aromatherapy easy to understand. The clean, simple system communicates quality, expertise, and purity. |
OTHER HEALTHY LIFESTYLE CASE STUDIES
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PROJECT OVERVIEW
