A pair of product introductions in the nutritional supplements market demonstrate a sharp contrast in packaging approaches in literal black (PCN) and white (Jovium) that both show how brand owners are offering healthier alternatives to consumers using different approaches.
Growing at rate of 7% yearly and estimated to reach $175 billion globally by 2020, the market for nutritional supplements is fueled by interest in personal health using non-prescription methods as an avenue to better improved health. We take a look at two contrasting introductions in this market that couldn’t be more different: One a large, dark-pigmented PET bottle containing a powdered plant protein that targets an active lifestyle market, and the other a line of capsules packaged in a small white HDPE bottle with a design scheme that underscores the science behind the natural supplements.
First up is Pure Charge Nutrition (PCN), a two-product line plant-based supplements that were launched in July into what Las Vegas-based PCN president Igor Mihajlovic calls a “strong, plant-based supplements market.” These products look to distinguish themselves as “one of the best tasting, cleanest and with the fewest number of ingredients,” he says. “It ties into healthy living, healthy eating, active lifestyle, sports and fitness, clean and safe supplements for all ages.”
Mihajlovic responds to our question related to the 2-product line for PNC.
How does the packaging design address this market?
Mihajlovic: Modern, unique packaging represents a new way of looking at the plant-based supplements. Plant proteins are energizing, filling, purposeful, cool, delicious, and far from being used only by vegans.
Most packaging designs in this market are boring, unattractive, white in color and overdone in green color and leaves. This inspired us to go into a completely opposite direction to deliver a bold, modern, eye-catching design that represents a new age of sports, fitness and health oriented enthusiasts.
The name Complete Plant Protein reflects the product’s proposition that pure ingredients that form a clean product to charge all natural nutrition-lifestyle.
The products offer great taste and mix easily. The product holds 30 servings in the smallest possible container in order to reduce plastic usage-waste, and still deliver a full month of protein supply.
The 1.98lb cocoa and 1.85 vanilla bottles are blow-molded by PET Plastics.
More flavors than the two initial products, dark cocao and vanilla bean, have been formulated and will be introduced in the near future.
For more information, visit www.nutricompany.com.
Alfredo Nudman, MD, ,president, Advanced Nutraceutical Research Corp., responds to our questions related to Jovium, a condition-specific, 3-product line from Nutritional Products International.
What’s the background to Jovium?
Nudman: They address the nutraceutical needs of people struggling with emotional and mental health issues. There’s been a slew of paradigm shattering developments in the field in recent years. More and more, natural products and lifestyle issues (for example, diet and exercise) are taking more and more space in the mainstream scientific journals in the field. Nutraceuticals are quickly becoming more central in the treatment of several mental health conditions. In this context, we have plans for several new cutting-edge nutraceutical products addressing different mental health issues based, as it is our philosophy, on the latest scientific research in the field.
What’s the competitive landscape and how do these products distinguish themselves?
Nudman: Jovium was developed by a top clinical psychiatrist and psychiatry professor at an Ivy league university with more than 20 years of experience in the field. It was tailored to the specific needs of individuals suffering from mental health difficulties, but looking for a natural alternative to standard psychiatric medication. Jovium is fully backed by years of scientific research. Each of the ingredients in Jovium has been found effective and safe in helping treat symptoms of anxiety, depression. Jovium is the only product in the market formulated to blend all these different ingredients together to simplify their use and enhance their effectiveness.
Where does the name Jovium originate?
Nudman: We did a lot of thinking and went over long lists of names. We even recruited the help of Mark Gunnion (www.gunnion.com), out of San Francisco, who specializes in naming natural products. After a long selection process and multiple incarnations, we came up with Jovium. The concept speaks of joy, renewal, novelty, youth. At the same time it’s slightly “scientific” sounding, without being “too medical.”
What’s the target market?
Nudman: Our target market are individuals who are educated, knowledgeable about health and wellness, might be struggling with mood and/or anxiety difficulties or might related to someone who is. They know enough to understand that help is needed, but are interested in looking for natural alternatives to standard treatments either because of being more naturally minded or due to fear of the common side effects of standard medications. Likely a significant portion of our market are women and likely 30s and older. Anxiety and depression are more prevalent in women, they are more self-aware and more open to seeking help.
What’s the intent of the branding elements of tree and related elements?
Nudman: We wanted our logo and design in general to reflect hope, optimism, wellbeing and peacefulness. A beautiful tree with its leaves pointing in an upward and forward direction is perfect for that! We settled on colors that also tend to symbolize those ideas and that actually trigger those kinds of feelings when looking at them. On the other hand the clean and open design with a white background gives a more serious, scientific and clinical feeling that is intended to give a sense of trust and confidence in the product.
In what ways did competitive products influence the design?
Nudman: There are not real competitors in the market. They few products that address similar issues don’t seem to have any coherent message to their design. So they were not even a part of the equation.
Can the design company be credited?
Nudman: The whole thing was done very much with a shoe-string budget. Dr. Nudman himself designed the logo and tag line, using a budget design website (99designs.com). He did it all himself, from starting with the logo design and color selection. Once that was ready, we worked with Amit Sharma from Creative Minds Packaging, out of Toronto, to design the labels. He has a lot of experience in the nutraceutical industry and was able to follow Dr. Nudman’s very demanding criteria, as explained above, while at the same time keeping with all the many regulatory requirements for nutraceutical products. The final label design was exactly what we were looking for.
The reaction so far has been very favorable from both retailers and consumers!
For more information, visit www.nutricompany.com.