“Think in terms of what embodies the idea of natural. It’s alive, juicy, showing things very beautifully,” Jacobs says. “Before, natural was about things like camping. Now, there’s an underlying sense of safety and control—what am I putting in my body?”
Drink & Shrink embodies these traits as well as any recent product introduction. From Scientific Response, the dietary shake is positioned as a premium brand that delivers on taste, so the right package design is essential in communicating the good-for-you and good-taste benefits. Using Tetra Pak’s shelf-stable aseptic carton, MoxieTM created a design that delivers on the product’s natural goodness on multiple levels.
Straightforward typeface transitions, from bold type weight to thin, visually communicate the transition to weight loss. The rest of the package is devoted to the indulgence factor, says MoxieTM Principal Tammy Vaserstein. Close-up succulent photography of rich, dark chocolate bars and almonds convey the taste and flavor of Drink & Shrink’s two flavor varieties, Deep Dark Dutch Chocolate and Creamy Chocolate Almond.
“The brand design strikes the perfect balance,” says Ralph Rojas, Scientific Response general manager.
The dietary shake includes Hoodia Gordonii, the cacti of South Africa’s Kalahari Desert, which contain a molecule that suppresses appetite. With 80 calories, each shake contains no added sugar, trans fat, or lactose. The shakes are being distributed nationally in GNC stores and throughout the New York area in Duane Reade stores.
