Moxie TM Helps Orgain Shake Up Fruits and Veggies into a FUN-ctional Beverage for Kids

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Orgain Healthy Kids Hits Shelves with Playful New Graphics

For kids who won’t eat fruits and vegetables, and their worried parents concerned about nutrition, comes tasty relief: new Orgain Healthy Kids. Orgain Healthy Kids is an organic nutritional shake that’s made with certified organic fruits and vegetables to help fill the nutritional gap left by picky eaters and active kids. It’s the first line extension from Orgain, a ready-to-drink nutritional shake for adults that’s been on the market since 2009. Orgain’s long-time partner, Moxie TM Inc., the New York-based brand design and development firm, was tapped to design the new sub line.

Moxie TM created the vision and voice and then applied it across all consumer touch points. This included the new brandmark, packaging graphics, consumer collateral, tradeshow banners, brochures, multipacks and shippers. Orgain Healthy Kids is aligned visually with the Orgain base brand, carrying through the same color palette, clean graphics and straight-forward ingredient visuals. What’s different is the infusion of ‘fun.’

“With the success of Orgain, we had countless parents asking for an organic product for kids,” says Dr. Andrew Abraham, who developed Orgain. Dr. Abraham is a cancer survivor and practicing physician. “Healthy Kids has a vitamin/mineral blend designed just for kids with a higher calcium and vitamin D content,” he added.

Visually aligning the design of Orgain to Orgain Healthy Kids was paramount for the Moxie TM design team. The branding needed to signal to Orgain’s current customers that this is the same, trusted, delicious brand, but for their children. At the same time, it needed to capture the attention of new customers, parents who are looking for a healthy supplement for their kids, while still appearing fun, playful and delicious for kid appeal.

Moxie TM carried through the vibrant green and white from the original packaging as well as visuals of straight-forward ingredients, which helps to cue organic, natural and fresh. Tied together, the components create a strong, cohesive branding program that speaks to the functional aspect of the product yet is fun for kids. Orgain Healthy Kids' bold and friendly logo is color-coded for the three flavors, chocolate (brown), vanilla (blue) and strawberry (red) to help moms shop the category. Like the base brand, it is sold in a tetra pack, but in a thinner and smaller volume size of 250 ml, which is more appropriate for a child.

A cartoon monkey shown delivering fresh ingredients adorns each package. Bright, simple photographs of cute kids add punch to the brand campaign. The result is playful, vibrant and friendly.

“We wanted to strike a balance between playfulness and yumminess to appeal to kids and to inform their moms about Orgain’s nutritional benefits vs. its competitors,” says Tammy Vaserstein, Creative Principal of Moxie TM. “The monkey is kid friendly and helps support the playfulness of the brand. It may also assume the role of a brand mascot for future marketing opportunities,” she added.

“My favorite aspect of the design is the vibrant color scheme and how it flows together seamlessly and effectively communicates to our customers that Orgain is focused on healthy, organic nutrition,” says Abraham.

Orgain Healthy Kids will launch nationally at Whole Foods, and expects to be in over 5,000 stores by 2012. Future plans include distribution in Australia, New Zealand, Canada, and England.

  • About Moxie TM Inc.

Moxie TM Inc. is an international brand design and development firm with offices in New York and Miami. For more information, visit http://www.moxietm.com.

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JUDY KALVIN
KALVIN PUBLIC RELATIONS, INC.
(914) 693-0123
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