/ THE SITUATION
Research told the management team at Nature’s Path that Optimum was selling based on its flavour, not nutritional profile despite the cereal’s athletic endorsements.
My challenge as a new member of the Nature’s Path graphics team was to help reposition the cereal from “functional sports nutrition” to “premium and flavour-focussed”.
I retained the strong colour cues Optimum had and its logotype and tossed the rest.
/ THE SOLUTION
Where previous packages featured athletes and bold snipes and callouts, the new packages featured larger, closer product shots, strong colour cues and bold flavour-based descriptive language.
Package backs carried warm descriptive variety stories with a little humour. Lastly, each box also featured cross-selling tab ads to introduce you to the other flavours in the line-up.
/ THE RESULT
The new packaging helped turn the brand around and even encouraged Nature’s Path to add a few line extensions. (I still miss that Strawberry Optimum – yummm…).