FiberChoice® Rebrands With Food-Centric Design

Newly redesigned FiberChoice® is popping up on store shelves, with a fresh fruit and vegetable visual story and simplified, strengthened brand architecture. Prestige Brands, FiberChoice’s parent company, tapped brand design partner Little Big Brands (LBB) for the strategy work and package design.

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White Plains, NY (PRWEB) August 26, 2014

Newly redesigned FiberChoice® is popping up on store shelves, with a fresh fruit and vegetable visual story and simplified, strengthened brand architecture. Prestige Brands, FiberChoice’s parent company, tapped brand design partner Little Big Brands (LBB) for the strategy work and package design.

“FiberChoice has a significant ingredient advantage over competitors in the marketplace. It is made from 100% Natural Fiber found in fruits and vegetables, which is highly meaningful to consumers. But the brand clearly needed packaging that communicated that truth,” said Erin Kanter, LBB’s strategy director.

The project included ethnographic, qualitative and quantitative strategic work to better understand the consumer mindset and brand equities, as well as serving to validate and enhance the creative design process. With that knowledge guiding the creative work, each element was reimagined and optimized to embody the natural fiber promise.

The design was stripped of dark greens and multiple levels of color coding, and given an ingredient overhaul with photorealistic fruits and vegetables taking a much more graphic role in the overall design. Each label features a different mix of cascading fruits and vegetables based on the formula. Strong color-coding anchors the bottom of the label and helps clearly differentiate the SKUs. A light wood wash lightens and brightens the overall look and provides a canvas for the new FiberChoice hand-drawn logo.

“The redesign was really successful in bringing a lightness to the brand, which let’s face it, is ultimately what you hope to feel after taking it,” said John Nunziato, LBB’s chief creative officer. “The idea of fresh fruits and veggies are much stronger now, as is flavor appeal. This is as close to food in the produce aisle that you can get with a fiber supplement, and now the branding clearly reflects that.”

FiberChoice is available at major drug and grocery retailers across the country. The portfolio includes: Assorted fruit, Orange, Strawberry Weight Management, Heart Health Berry Pomegranate, Bone Health Assorted Berry, and Fruity Bite gummies.

Little Big Brands specializes in strategic brand design – including brand strategy, consumer research, innovation, structural design, graphic design, and print production. LBB is also a leader in sustainable packaging, http://www.littlebigbrands.com.


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