LIFEPLUS PACKAGING RE-DESIGN by Coley Porter Bell for Lifeplus

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LIFEPLUS PACKAGING RE-DESIGN

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Industry Vitamins & Diet Complements
Media Design & Branding
Market United Kingdom
Agency Coley Porter Bell
Creative Director Stephen Bell
Designer Tim Smith
Released February 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: LIFEPLUS INTERNATIONAL
Product/Service: LIFEPLUS SUPPLEMENTS
Agency: COLEY PORTER BELL
Date of First Appearance: Feb 1 2011
Entrant Company: COLEY PORTER BELL, London, UNITED KINGDOM
Managing Director: Malcolm Vincent (Lifeplus International Ltd)
International Marketing Director: Tracy McBride (Lifeplus International Ltd)
Creative Director: Stephen Bell (Coley Porter Bell)
Designer: Tim Smith (Coley Porter Bell)
Production Artist: Joel Pearce (Coley Porter Bell)
Media placement: Packs - Various Formats - Brochure, Online - 1 February 2011

Describe the brief from the client

Lifeplus, a USA well-being company, manufactures high quality nutritional supplements in the USA, Europe and Japan.

They compete with global and local vitamin/supplement brands for consumers interested in health and wellbeing.

Being sold by a unique ‘referral’ method, they compete for Associates (i.e. the referees) with other multi-level marketing companies, whether in the health and wellness arena or not.

Already successful, Lifeplus wanted to build a strong platform for the future. Our brief was to develop a new brand positioning and identity, with a view to refreshing the packaging and extending the identity across other promotional materials.

Describe the challenges and key objectives
Research showed that the products were highly rated as being fresh, active and efficacious but the packaging was outdated and lacking credibility.

The packaging therefore needed to;

- Contemporise the brand and build trust and pride in the business and products

- Communicate the brand’s functional and emotional benefits - ‘quality’, ‘naturally effective’, and ‘transforming lives’ (through physically and emotionally empowering people)

- Convey premiumness, desirability and an ‘inspiring, warm, genuine and vital’ personality

Describe how you arrived at the final design
A new look and feel was developed for Lifeplus - the old identity with its sun and birds was reminiscent of holiday and retirement home brands!

The multi-coloured brush strokes in an expressionistic style bring to life the brand idea ‘releasing natural power.’ Colours are natural, warm and optimistic. The brand's scientific foundations are evoked through simple design and crafting of the logotype. Product specific images in a painterly style create differentiation within the range and brings the brand to life across all brand touchpoints.

The new identity successfully re-energises the brand, propelling it towards its growth targets.

Give some indication of how successful the outcome was in the market
The new packaging design was revealed for the first time by Lifeplus' Global CEO at a conference in Karlsruhe, Germany in October 2010. It was received by the audience of 3,000 Associates with a standing ovation. Overwhelming anecdotal evidence suggests it was the injection of new life that this highly regarded well-being giant's products both needed and deserved.

The re-designed packaging range is very new to market and packs have been dripped in gradually as existing stocks have depleted.

First indications of sales are eagerly awaited.