Target:  Our target was customers in need of a higher-end protein shake as a workout supplement, a meal replacement, or an extra-calorie snack. Millennials to baby boomers can use these higher-end whey protein shakes as part of their daily dietary needs.

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Challenges:  Our competitors saturate the market with their shakes. They have more financial backing and, therefore a longer reach into the market using traditional advertising, radio, and television. We wanted to develop packaging that competes. Our key differentiator is higher all-whey protein per serving and a competitive price point.

 

Strategy:  Design a package that illustrates a refreshing, thirst quenching, a great tasting protein supplement that stands out among a refrigerator full of competitors. Because it's part of the Premier Protein line, we need to use the existing Premier Protein mark and showcase it as a relative of this brand, but on a higher-end scale, separate from our Premier Protein Tetrapak, which is sold in Costco. We want to be sure to lead with the 30g Protein call out and 2 other key callouts on the front of the label. Our key differentiator from our competitors is that we provide 30g of whey protein, only 1g of sugar, and 24 vitamins and minerals. Lastly, we want to be able to easily differentiate flavors visually.

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Deliverables:  Choose bottle shape based on information provided by the VP of Operations and VP of Marketing. The price point is a consideration. Provide a mockup of bottles including shrinkwrapping and design. Schedule a photo shoot of the product and art direct for expected advertising in industry magazines (Muscle & Fitness) and POP collaterals and tradeshow displays.

 

Solution:  Based on the information and parameters above, I designed a shrink wrap that was easily distinguishable by flavor, and utilized the same artwork as the value-driven Tetrapak but in a more updated and stylized design that implied a high-end, high-value shake supplement. The added bottle sweat design gave the product a more thirst-quenching, satiating look that appealed to our target market.

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Concept/Art Direction/Photoshoot:  John Aganon

Photographer:  CMG Creative

Nutritional Facts/Copywriter:  Ron Osborne, Bob Gilbert