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U.K. Corner-Shop Favorite Rejuvenated

Contemporary new graphics that focus on the unique taste of milk-based nutrition brand Nurishment along with a new bottle format are designed to appeal to larger consumer base.

Contemporary new graphics that focus on the unique taste of milk-based nutrition brand Nurishment along with a new bottle format are designed to appeal to larger consumer base.
Contemporary new graphics that focus on the unique taste of milk-based nutrition brand Nurishment along with a new bottle format are designed to appeal to larger consumer base.

U.K.-based functional drinks company Nurishment has unveiled a modern and more approachable identity for its product, one of the country’s most popular cult drinks. The redesign affects classic tin can units of the fortified milk-based drink and includes a new set of bottle designs to target consumers who may previously have found the can format a barrier.

Carrying out the rebrand, strategic design and innovation agency Seymourpowell looked to make subtle changes to the image of the product, shifting older rhetoric that focused on the nutritional benefits of the drink in favor of its taste, something wholly unique to Nurishment as a brand. It was also critical to maintain familiarity with loyal heritage customers to avoid alienating the core communities that have enjoyed the Nurishment product and made it an enduring brand for 40 years.


Read related articles on the redesign of iconic CPG brand packaging from Packaging World:

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