Nutritional Outlook

Nutritional Outlook, April 2018

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■ NUTRITIONAL OUTLOOK 54 APRIL 2018 Packaging consumers constantly on the search for what's the next big ingredient, the next big product, and the next big brand. Product designs that tell a "future-focused story" are more likely to win with consumers, Maxwell says. "It's def nitely about celebrat- ing dif erence and inspiring desire by taking pride in an outsider status," says Maxwell. T e brand experts we spoke to highlighted some of the biggest disruptive design trends happening in the natural products market today. Ahead, we take a look at a few of those. Designed with a Modern Consumer in Mind As in other industries which have seen design disruption in recent years led by forward- thinking consumers, smaller brands in the natural products industry have likewise carved out niches and garnered cult followings. In an ever-expanding dietary supplements industry where innovation is integral to growth, Max- well says, "boundaries are increasingly blurring and contiguous categories are being created, meaning consumers are seeking both simplic- ity and clarity—and packaging is responding with a focus on singularity and specif city." She says that this trend toward clarity and simplicity has resulted in more prod- ucts launched with aesthetics that are pared back but still extremely striking. T e key design elements that resonate with consumers who have too many choices are "more diverse, single-minded, and more conf dent (but no less creative) designs that better ref ect and communicate the brand purpose and belief," she adds. But pared-back should not be taken to mean muted, Maxwell notes. "Color, bold naming, and purposeful graphic expression— through symbolism or infographics—are all becoming more prominent and paramount." She points to Kalumi Health's functional Beau- ty Food collagen snack bars which embrace a minimal yet "quite Vogue" identity, bridging the gap between the food and beauty sectors. In the functional drinks sector, she says, kombucha company Jarr has "married a tra- ditional and apothecary-style bottle with a bold and contemporary graphic identity to make this a stand-out and desirable choice." Consumers are also looking for more transparency in both the product itself and in the packaging. One way to achieve transparency is through translucent packag- ing that allows consumers to see exactly what the product inside the package looks like. Maxwell points to nootropics manufacturer HVMN's Nootrobox of four cognitive-health supplements, which are "summed up by four distinct mission/benef t–driven names and supported by contemporary graphics and translucent packaging to clearly and creatively communicate the product of er." Yadim Medore, founder and CEO of Pure Branding (Northampton, MA), says that de- signing with an eye toward transparency can also help a brand realize greater f nancial re- ward. Medore cites Pure Branding's work with Gaia Herbs' Meet Your Herbs traceability cam- paign, which pioneered transparency—and QR codes—on supplement packaging. For Gaia, it was a success: "It tripled sales for them in a short period of time," says Medore. Maxwell adds that now, more than ever before, "consumers are also more mindful in their brand choices and know—and want to know—more of the detail of the brand and the who, what, and where from of its PHOTO COURTESY OF JARR KOMBUCHA PHOTO COURTESY OF KALUMI HEALTH Striking in its simplicity, Jarr's kombucha bottle stands out on the shelf. Kalumi Health's Beauty Food bar packaging makes functional food look fashionable.

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