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Debossed custom closure depicts 'one world'

USANA Health Sciences’ rebranding effort includes the design and manufacture of a custom container closure debossed with the company’s new ‘one world’ logo.

The new spherical logo depicts silhouettes of dynamic human forms against a background in shades of blue—reflecting USANA’s wish to prolong life, unify mankind, and fight global hunger. The logo is also printed with a glossy finish on the secondary packaging.
The new spherical logo depicts silhouettes of dynamic human forms against a background in shades of blue—reflecting USANA’s wish to prolong life, unify mankind, and fight global hunger. The logo is also printed with a glossy finish on the secondary packaging.

USANA Health Sciences of Salt Lake City is a direct-sales company that offers vitamin and mineral supplements as well as products for low-glycemic weight loss, skin and hair care, and energy. To mark its 20th anniversary in 2012, the organization undertook a corporate rebranding project that included the design of a new brand logo and packaging, to refresh its outdated look and position USANA as a global company.

“We wanted a completely new approach,” explains John Cordova, Executive Director of Brand Management for USANA. “The previous packaging made our premium product seem very dated.”

According to Jon Jeffery, District Manager for Berlin Packaging—the organization responsible for the packaging project—USANA wanted the new design to convey “its wish to prolong life, unify mankind, and fight global hunger.”

To create the new identity, packaging, and visual language for its brand, USANA worked with Australian design firm Cato Partners. Cato’s vision centered around a spherical logo with white silhouettes of dynamic human forms against a background in shades of blue. The goal was to deboss this design onto a custom closure that would adorn all of USANA’s product containers.

Notes Jeffery, “The design resonated with USANA and its consumers, but there were manufacturing challenges.” To address these challenges, Berlin worked with its Studio One Eleven Design division, its Berlin Global Packaging Sourcing Team, and injection molder Mold-Rite Plastics to produce a custom closure in USANA’s tight time frame at a cost comparable with its existing packaging. 

Dynamic new logo
USANA was founded in 1992 by microbiologist, immunologist, and pioneer in infectious disease diagnosis Dr. Myron Wentz, who, since the untimely death of his father at age 57, had dreamed of a world free from pain, suffering, and disease. Dr. Wentz founded USANA to provide people all over the world with the most advanced supplements science can produce. Because of his vision, USANA is dedicated to continuous product innovation, stringent manufacturing processes, ongoing scientific research, and the production of exceptional products.

The ‘one world’ logo designed by Cato was inspired by these ideas. Says Cordova, “When Ken Cato was asked about the new logo, his response was, ‘The key to USANA’s new identity comes from Dr. Wentz’ own words. In the development work, we found his words to be potent and absolutely relevant to the evolution of the overall concept. The idea of the USANA family as the healthiest family on earth, combined with the idea of a world free of disease, becomes evident when you see the trademark.’”

As mentioned, the primary brand logo presents active human figures against a background of several shades of blue. Variations of this symbol are then used with different colors for each of the brand’s “body benefit categories” in its Optimizer line, including Digestive Health, Total Body Health, Bone and Joint Health, Heart Health, Brain and Nerve Health, and others. For example, products in the Brain and Nerve Health category use a central silhouette of a human head, with a background of red; Bone and Joint health shows a figure running, with a background of grey blue. There is even a customized version for its Usanimals children’s vitamin product, which uses a white background and silhouettes of animals, including a monkey, an elephant, and a dolphin, in bright colors of magenta, orange, and green.

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