5 minute read
The Best Projects of 2021
Dear Reader, Can you believe it’s another year in review? How did 2021 go by so fast? Let me start by saying that 2021 wasn’t anything like 2020 in terms of the influx of disinfecting products and supplier challenges. However, this year was like last year with all the product/category introduction delays and out-of-stock issues. I’m optimistic for this changing in 2022! On the design side, I have to admit, 2021 has been an absolute blast for MBD! The year kicked off with some of the best branding and packaging the worlds has ever seen for the Vertex awards. From a product perspective, our designers had a lot of fun with plant-based lines; Just about every one of our retail customers introduced a Kombucha drink this year; the surge in pet related products continues, as does health and immunity-based products. The word ‘probiotic’ appeared often on packaging, and of course, ‘organic’ products continued to surge. The term ‘Retail Brands’ (the essence of this magazine) was reinforced by Retail Brands Institute acknowledging that private brands are simply Brands. MBD spent this year building true brands- not copying, not mimicking, and not skimping. All the things I begged for during my RBI Design Summit presentation last year! And from what we’re seeing, there’s no going back! Retailers are taking notice of the successes in the marketplace; they’re taking action and investing in the design portion of their programs like never before! MBD looks forward to supporting the continuation of this trend in 2022 and beyond: designing brands that truly resonate with consumers in a meaningful way. I hope you enjoy the examples in this article from my talented creative leadership team’s most successful and favorite projects designed in 2021. Thank you to the industry as a whole and an early Happy New Year to you all!
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Many consumers are interested in plant-based meat alternatives, but don’t want to give up their favorite types of food. Enter Sprouts plant-based pasta sauces and salad dressings, which are delicious alternatives to a traditional meat sauce and dairy-based dressings that still gives the experience of eating the real thing. With different flavor options, shoppers are still able to have a variety of tastes with their plant-based options. And the garnish on top is that these products are Vegan too so anyone can enjoy!
Maria Dubuc
PetSmart Authority Everyday Health
As a leader in veterinarian-recommended pet food, Authority Everyday Health products offer superior formulas that keep pets’ health top of mind. Focusing on ingredients, this design lets each pet owner know the exact makeup of their pet’s food. With the benefits of each formulation called out with graphics that support the claim, customers can easily pick the product that best suits their furry friend.
Sprouts Mexican Global Cuisine Line
The Mexican Global Cuisine line is among the first fully integrated global lines for Sprouts’ retail brand. The product line spans across four categories, which include taquera and enchilada sauce, fire roasted salsa and refried beans. The design across all 17 SKUs lends themselves to the authentic Mexican ingredients each product features. Each category exhibits an authentic and vibrant design, helping them stand out on shelf and create a cohesive look for the product line, building a foundation for future global lines.
Sprouts Health and Beauty Products
(shampoo/conditioner, body wash, lotion, hand wash, body soap, hand sanitizer)
With consumers’ increased attention to what’s put into their health and beauty products, Sprouts new line of HBA products convey an artisanal design that mirrors the simple ingredients in their products. A Kraft-inspired label nods to handmade products that were once wrapped in paper before sold at the local fam stand. Using an etching-inspired technique, each bottle has an elegant outline of a plant, flower, fruit or nut that conveys the fragrance found in each item.
PriceSmart Organic White Quinoa
PriceSmart’s Member’s Selection Organic White Quinoa is part of a continually expanding product line of organic and health food options for members under the Member’s Selection brand. The packaging was designed to emphasize the wholesome taste and nutritious qualities of quinoa, an alternative to starchy grains. On shelf, the quinoa stands out in the aisle with a large product window on the bag, and a striking tray that incorporates a split image of a bowl of quinoa that is completed when the trays are palletized.
MARIA DUBUC
President
MARKETING BY DESIGN
PriceSmart Scent Boosters
PriceSmart launched two varieties of Members Selection Scent Boosters to complement their comprehensive laundry line. To grab members’ attention, the artwork highlights the longlasting quality of the product, noting that the scents last weeks longer than detergent alone. The contemporary, vibrant design visibly communicates the high quality of the product and that the Member’s Selection item is a smarter alternative to the national brand.
Sun Harvest Coconut Water
MBD used eye-catching imagery to capture consumers’ attention and highlight the natural and refreshing ingredients while focusing on the fact that this product is an 100% natural way to hydrate and replenish nutrients. Callouts such as “All Natural”, “No Sugar Added” and “100% Pure” further substantiate the product’s appeal on shelf.
BJ’s Wholesale Club’s exclusive brand, Berkley Jensen, includes a wide assortment of premium dog food has been a huge hit with members and the retail industry alike. The bags feature ingredient imagery and photos of the product itself, so members know exactly what they’re feeding their beloved canine family members. Clear, prominent callouts show the benefits of the different Berkley Jensen varieties, and clear color coding across the product line make choosing the right food for your dog easier than ever. The products and design were so successful that Berkley Jensen Premium Holistic Nutrition Dog Food was the only retail brand product to receive a NielsenIQ Global Pack Design Impact Award for 2021.
Maria Dubuc
Maria possesses nearly three decades expertise in creative management developing brand strategies, managing highly complex programs and driving business growth. As Marketing By Design, President, and Big Red Rooster, Vice President, Maria works diligently to ensure our people, projects, and processes drive clients’ successes. In the Retail Brands space she has coordinated the design and deployment of new and rebranded programs for a diverse set of retailers globally.
