This project entailed creating compelling packaging for the launch of a line of nutraceutical beverages derived from the next superfruit, the prickly pear.
Delivery of Work
Product was initially launched online, but with much success is going to be sold at Cosco and other big box retailers in the future.
The Results
The nutraceutical market is saturated with inferior products containing mostly water. Thus, one of the major strategic advantages of Nochtli is that its formulated using 100% superfruit juice, this gives Nochtli a distinct advantage over its competitors. In addition the prickly pear also has nutritional attributes that makes it unlike any other superfood. For instance the Prickly Pear is the only source of plant derived Taurine, its a rich source of antioxidants, magnesium, dietary fiber and has been shown to be effective in maintaing cardiovascular health. Therefore it was crucial the packaging clearly and quickly convey this pertinent information to the consumer. We achieved this through creating a highly structured hierarchy using typography, concise diagrams and graphics.
The vibrant color palette chosen for the packaging serves two strategic purposes. First, the bold magenta of the packaging is meant to be eye-catching and also differentiate Nochtli from other nutraceutical products on the shelf. Secondly, the color palette was directly influenced by the natural magenta color of prickly pear and is meant to conveys to the consumer that the nutraceutical inside is rich in anti-oxidant phytonutrients, which gives the juice its color.
In addition, strategically we needed the packaging to appeal to a wide audience including the Latino market. Prickly Pear has been widely used and valued for its superior nutritional benefits for centuries in Latino Cultures, thus creating a package that was appealing to this market was key. In addition the design needed to be eye catching and yet not alienate non-latino consumers seeking to discover the health benefits of the Prickly Pear.
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Creative Directors
- Jay Miller
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Graphic Designers
- Colleen Bringle
- Jared Welle