WFM Vitamin Packaging Re-Design by Laura W. Bingham

vitamin and supplement

packaging system design whole foods market brand

Laura Woodhouse • 3D packaging • jim good • fall 2009

Welcome to Whole Foods Market. â&#x20AC;&#x153;We seek out the finest natural and organic foods available, maintain the strictest quality standards in the industry, and have an unshakable commitment to sustainable agriculture.â&#x20AC;?

Research

The Whole Foods Market Brand The Whole Foods Market (WFM) brand encompasses products that are carefully selected for exceptional taste, authenticity, and quality. From pastas and soups to soaps and vitamins, Whole Foods is proud to offer natural and organic choices. Research of WFM brand and packaging was conducted to gain the existing look and feel of the product line. The design of individual WFM brand products is fairly consistent, in that all packages show the WFM brand logo (shown to the right). The style and feel of the packaging depends on what the product is, but they all convey a message that is organic, healthy, and sustainable.

whole foods vitamin and supplement point of sale

The vitamin and supplement section of Whole Foods Market is generally seen in the center of the store, where Whole Body and wellness products are located. The vitamins are categorized by ingredient and use rather than the brand of the product. For example, if someone is looking for multivitamins, he or she will go to the multivitamin section and then decide on a specific brand and type. Whole Foods not only carries their own brand and 365 Everyday Value brand, but others such as Natureâ&#x20AC;&#x2122;s Way, Natural Factors, Fruitrients, Vitamin Code, Carlson, and Solaray, including a number of local brand supplements.

existing whole foods brand vitamin packaging As we know, the current packaging for Whole Foods brand vitamins and supplements is lacking in good design. Although it is somewhat consistent, the labels are pretty boring compared to other brands of vitamins and supplements. The Whole Foods brand labels are deprived of character, color and shelf presence. Since these products are part of the Whole Foods Market brand, they need to convey a message of quality, authenticity, and sustainability.

Whole Foods Brand and 365 Everyday Value brand Many customers find themselves wondering,

â&#x20AC;&#x153;Which is the generic brand?â&#x20AC;? It may come as a surprise to many that the 365 Everyday Value brand is actually considered the generic brand. Whole Foods Market claims that they take pride in their WFM brand and select only the best ingredients to meet high standards. Then why isnâ&#x20AC;&#x2122;t this apparent in their current packaging? With hundreds of vitamins and supplements to choose from, the consumer may not be as willing to pick up a bottle that is WFM brand over 365 Everyday Value brand, especially when the latter is cheaper. WFM brand needs to portray quality, health, strength, and have an overall distinctive shelf presence.

competition in vitamin and supplement category Packaging in the vitamin and supplement industry has not changed much in recent years. Design and style varies among companies, but packaging remains similar. In general, all vitamins and supplements are presented in large plastic bottles with full belly wrap labels that are large enough to fit all appropriate content and facts. Often these bottles are contained in another box, which is unnecessarily excessive and not sustainable. The reason for this is to merely fit all supplement facts and required text onto the product. Nearly all bottles are an opaque white or brown and do not allow the consumer to see the size and shape of the vitamin they are purchasing. Some vitamins require opaque bottles as they should not be exposed to UV light. However, this problem could be easily solved by using a UV protective coating in the plastic.

vitamin packaging redesigns

As well as researching the leading vitamin brands and their products, it is also important to look at other innovative and alternative redesigns that may (or may not) be on the market. These products show a range of innovative packaging aimed at distinction, ease of use, and identifiable shelf presence.

design decisions and processes

What should be kept in mind when redesigning the whole foods brand vitamin packaging?

Distinct and identifiable shelf presence Sustainable and recyclable Ease of use Shelf footprint Tamper resistance Durability Packability Clarity of message and content WFM Brand needs to look better than the 365 Everyday Value brand

ideas for New Packaging OPTION A The idea of a clear glass jar was very appealing, as the consumer can see the product. These jars come in various sizes, but even with an intriguing label, may not achieve the shelf presence that the WFM brand needs.

OPTION B Another clear glass jar, this option also provides improved packability in that it is square in shape. However, this jar may not be as stackable as needed in packing, shipping, and shelf presence.

OPTION C This tall glass vial emulates a nostalgic feeling and interesting character. Shelf presence would be distinctive, but this option is not very practical for packing, shipping, and stacking.

OPTION D This idea comes from a magnetic spice rack system. These tins could also be used for vitamins, as the consumer can see through the clear top. A whole system can be built around this idea: the customer could first buy the tins along with their chosen size of metal hanging board, and then reuse the tins after buying vitamin refills. This option will have definite shelf presence, as well as sustainability.

structural design I would strongly suggest going with the magnetic tin idea for the WFM brand vitamin packaging system. This design will portray quality, health and strength through a modern and sleek stainless steel look. This design will have three main components in the system: magnetic tins, metal hanging board, and refill pouches.

MAGNETIC TINS These metal tins (about 4 oz) have magnetic bottoms and clear tops. They will be sold separately and can be customized and positioned on the metal hanging boards. The tins will have a full belly wrap to clearly communicate information.

METAL BOARD These boards, made of sleek brushed stainless steel, will be sold in various sizes. The consumer can customize their hanging vitamin system according to their lifestyle and family needs.

REFILL POUCHES The refill pouches can be purchased by the consumer to refill their vitamin supply after they have bought the reusable magnetic tins. These pouches will be recyclable and resealable with clear fronts and an opaque gray back.

content development CONTENT OUTLINE AND HIERARCHY

EXAMPLE OUTLINE

• Whole Foods Market Brand Logo

• Supplement

• Multivitamin

• Type/Name of Supplement

• Women

• Supporting Information: High potency, All natural

• High potency, All natural

• Amount • Benefit Statement • Hanging Board and Refill Information • Supplement Facts • Ingredients • Tamper Evident • USP Verified • Suggested Use and Directions • Warnings • Best If Used By Date • Distributed By Information • Recycle Information • Barcode

• Dietary Supplement • 80 Tablets • Benefit Statement: “Supports bone strength, breast health, heart health, and healthy skin” • Hanging Board and Refill System Information: “ Discover Your Strength with Whole Foods Brand vitamins and supplements. We select ingredients that are only of the highest quality and standards, which is reflected in our new packaging system. This magnetic metal tin is designed to be attractive and sustainable. First purchase your supplements in the reusable metal tins, then buy the recyclable refills from then on. These tins can be customized and positioned on stainless steel metal hanging boards, which come in a variety of shapes and sizes to be used in

your bathroom or kitchen.” • Supplement Facts: Supplement Facts

Niacin (as niacinamide) 20 MG Vitamin B6 (as pyridoxine hcl) 10 MG 400 MCG 15 MCG

Serving Size 1 Tablet Folic Acid Servings Per Container 30 Vitamin B12 Amount Per Tablet % Daily Value (as cyanocobalamin) Vitamin A (as beta carotene) 10,000% Vitamin C (as ascorbic acid) 300 MG Vitamin D (as ergocalciferol) 400 IU Vitamin E 30 IU (as d-alpha tocopheryl succinate) Thiamin (as thiamine hcl) 10 MG Riboflavin 10 MG

100% 500% 100% 250%

30 MCG 10% 200% Biotin 500% Pantothenic Acid 100% (as d-calcium pantothenate) 20 MG 200% 18 MG 100% 100% Iron (phytonadione) Zinc (as zinc gluconate) 15 MG 100% 10 MG * 667% Citrus Bioflavonoids 588% *Daily Value not established.

• Other Ingredients: Stearic acid, microcystalline cellulose, croscarmellose sodium, magnesium stearate, silicon dioxide. Contains soy ingredients. Does not contain artificial colors, flavors or preservatives. • Tamper Evident; Use only if seal is intact. • Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes. • Suggested Use: Take one tablet daily with a glass of water, preferably after a meal. Store at room temperature. Keep container tightly sealed.

• Warning: Accidental overdose of ironcontaining products is a leading cause of fatal poisoning in children under 6. Keep this product out of reach of children. In case of accidental overdose, call a doctor or Poison Control Center immediately. • Best If Used By Date • Distributed By: Whole Foods Market •550 Bowie Street, Austin, TX 78703 ©2009 Whole Foods Market IP, LP • wholefoodsmarket.com • Please Recycle (refill pouches only) • Barcode

BLACK AND WHITE SCHEMATICS WHOLE FOODS MARKET

Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes.

Multivitamin

(adhesive)

(supplement facts)

Women

All Natural â&#x20AC;˘ High Potency

Dietary Supplement 30 tablets

The next challenge is to fit all of the appropriate content onto the containerâ&#x20AC;&#x2122;s label while still maintaining clarity and readability. Above is a black and white example of a content-only label, without design, to determine how much information and space is required. Next, the

content was developed through a series of beginning designs. I believe that a simple, mostly typographic design, is the best way to go. The bottom design best illustrates these qualities, and will be further developed into a final design.

LABEL DESIGN OPTIONS No Preservatives, artificial colors, or flavors. Suggested Use: Take one tablet daily with a glass of water, preferably after a meal. Store at room temperature. Keep bottle tightly closed. Warning: Accidental overdose of iron-containing products is a leading cause of fatal poisoning in children under 6. Keep this product out of reach of children. In case of accidental overdose, call a doctor or Poison Control Center immediately. Packaged by: (need info) Distributed by: (need info)

(Blurb about optional stainless steel hanging board)

Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes.

(supplement facts)

Multivitamin

Women

All Natural • High Potency

Dietary Supplement 30 tablets

Ingredients: Calcium Carbonate, Cellulose, Magnesium Oxide, Ascorbic Acid, Ferrous Fumarate, Corn Starch, Maltodextrin, dl-AlphaTocopheryl Acetate, Acacia, Croscarmellose Sodium, Zinc Oxide, Titanium Dioxide, Dextrin, Hypromellose, Magnesium Stearate, Dicalcium Phosphate, Gelatin, Niacinamide, Silicon Dioxide, D-Calcium Pantothenate, Manganese Sulfate, Polyethylene Glycol, Cupric Sulfate, Dextrose, Pyridoxine Hydrochloride, Glucose, Soy Lecithin, Riboflavin, Thiamine Mononitrate, Vitamin A Acetate, Chromium Chloride, Folic Acid, Beta-Carotene, FD&C Yellow #5 (tartrazine) Lake, FD&C Yellow #6 Lake, Sodium Selenate, Biotin, Phytonadione, FD&C Blue #2 Lake, Cholecalciferol, Tricalcium Phosphate, Cyanocobalamin. Contains: Soy.

supports bone strength, breast health, heart health, and healthy skin

Multivitamin

Women

All Natural • High Potency Dietary Supplement

30 tablets

MULTIVITAMIN

Women

ALL NATURAL • HIGH POTENCY Other Ingredients: Stearic acid, microcystalline cellulose, croscarmellose sodium, magnesium stearate, silicon dioxide. Contains soy ingredients. Does not contain artificial colors, flavors or preservatives.

(adhesive)

supports bone strength, breast health, heart health, and healthY skin

dIETARY SUPPLEMENT • 30 TABLETS

(adhesive)

FINAL LABEL DESIGN Other Ingredients: Stearic acid, microcystalline cellulose, croscarmellose sodium, magnesium stearate, silicon dioxide. Contains soy ingredients. Does not contain artificial colors, flavors or preservatives.

Tamper Evident; Use only if seal is intact. Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes. Suggested Use: Take one tablet daily with a glass of water, preferably after a meal. Store at room temperature. Keep bottle tightly closed. Warning: Accidental overdose of iron-containing products is a leading cause of fatal poisoning in children under 6. Keep this product out of reach of children. In case of accidental overdose, call a doctor or Poison Control Center immediately.

BEST IF USED BY 00-00-00

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

SUPPORTS BONE STRENGTH, BREAST HEALTH, HEART HEALTH, AND HEALTHY SKIN

MULTIVITAMIN

WOMEN

ALL NATURAL • HIGH POTENCY DIETARY SUPPLEMENT • 80 TABLETS

DISCOVER YOUR STRENGTH with Whole Foods Brand vitamins and supplements. We select ingredients that are only of the highest quality and standards, which is reflected in our new packaging system. This magnetic metal tin is designed to be attractive and sustainable. First purchase your supplements in the reusable metal tins, then buy the recycleable refills from then on. These tins can be customized and positioned on stainless steel metal hanging boards, which come in a variety of shapes and sizes to be used in your bathroom or kitchen.

Supplement Facts

Niacin (as niacinamide) 20 MG Vitamin B6 (as pyridoxine hcl) 10 MG 400 MCG 15 MCG

Serving Size 1 Tablet Folic Acid Servings Per Container 80 Vitamin B12 Amount Per Tablet % Daily Value (as cyanocobalamin) Vitamin A (as beta carotene) 10,000% Vitamin C (as ascorbic acid) 300 MG Vitamin D (as ergocalciferol) 400 IU Vitamin E 30 IU (as d-alpha tocopheryl succinate) Thiamin (as thiamine hcl) 10 MG Riboflavin 10 MG

100% 500% 100% 250%

(adhesive)

TIN LABEL Other Ingredients: Stearic acid, microcystalline cellulose, croscarmellose sodium, magnesium stearate, silicon dioxide. Contains soy ingredients. Does not contain artificial colors, flavors or preservatives.

BEST IF USED BY 00-00-00

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

MULTIVITAMIN

standards, which is reflected in our new packaging system. This magnetic metal tin is designed to be attractive and sustainable. First purchase your supplements in the reusable metal tins, then buy the recycleable refills from then on. These tins can be customized and positioned on stainless steel metal hanging boards, which come in a variety of shapes and sizes to be used in your bathroom or kitchen.

ALL NATURAL • HIGH POTENCY

Women

DIETARY SUPPLEMENT • 80 TABLETS

HELPS SUPPORT YOUR CHILD’S GROWTH, DEVELOPMENT, AND IMMUNITY

positioned on stainless steel metal hanging boards, which come in a variety of shapes and sizes to be used in your bathroom or kitchen.

MULTIVITAMIN

BEST IF USED BY 00-00-00

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

ALL NATURAL • GUMMY CHEWABLES DIETARY SUPPLEMENT • 60 CHEWABLES

The final design portrays strength, health, clarity MULTIVITAMIN and simplicity. The problem of limited space on ADULT 50 + the magnetic tin labels was solved by using a extended text label, or “peel and reveal” label. Inside, the supplement facts, ingredients, and expiration date can be found. The color palette to the right shows the final colors that were chosen to best portray the qualities of the WFM brand. Other Ingredients: Stearic acid, microcystalline cellulose, croscarmellose sodium, magnesium stearate, silicon dioxide. Contains soy ingredients. Does not contain artificial colors, flavors or preservatives.

BEST IF USED BY 00-00-00

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

INCLUDES AGE-ESSENTIAL NUTRIENTS LIKE CALCIUM, B VITAMINS AND ANTIOXIDANTS

ALL NATURAL • HIGH POTENCY DIETARY SUPPLEMENT • 80 TABLETS

Supplement Facts

DISCOVER YOUR STRENGTH with Whole Foods

Brand vitamins and supplements. We select reFill pouch ingredients that are only of the highest quality and

CHILDREN REFILL POUCH LABEL

100% 500% 100% 250%

purchase your supplements in the reusable metal tins, then buy the

dietarY SUPPLEMENT • 80 T aBlets Tamper Evident; Use only if seal is intact. Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes. Suggested Use: Give children over 2 years old one chewable daily. Store at room temperature. Keep bottle tightly closed.

Niacin (as niacinamide) 20 MG Vitamin B6 (as pyridoxine hcl) 10 MG 400 MCG 15 MCG

Serving Size 1 Tablet Folic Acid Servings Per Container 80 Vitamin B12 Amount Per Tablet % Daily Value (as cyanocobalamin)

30 MCG 10% Vitamin A (as beta carotene) 10,000% 200% Biotin Vitamin C (as ascorbic acid) 300 MG 500% Pantothenic Acid Vitamin D (as ergocalciferol) 400 IU 100% (as d-calcium pantothenate) 20 MG 200% 18 MG 100% Vitamin E 30 IU 100% Iron (phytonadione) Zinc foods (as zinc gluconate) 100% (as d-alpha tocopheryl succinate) discover your strength with whole brand15 MG vitamins and MG * Thiamin (as thiamine hcl) 10 MG 667% Citrus Bioflavonoids supplements. we select only of the10highest quality *Daily Value not established. Riboflavin ingredients 10 MG that 588% are

MEN multivitamin all natURAL • HIGH POTENCY

Other Ingredients: Stearic acid, microcystalline cellulose, croscarmellose sodium, magnesium stearate, silicon dioxide. Contains soy ingredients. Does not contain artificial colors, flavors or preservatives.

Supplement Facts (adhesive) multivitamin Women

DISCOVER YOUR STRENGTH with Whole Foods supports bone strength, health, SUPPORTS HEART HEALTH, HEALTHYbreast BLOOD Brand vitamins and supplements. We select PRESSURE, HEALTHY EYES AND ENERGY heart health, and healthY skin ingredients that are only of the highest quality and

Niacin (as niacinamide) 20 MG 100% Vitamin B6 (as pyridoxine hcl) 10 MG 500%

(adhesive)

Serving Size 1 Tablet Folic Acid 400 MCG 100% Servings Per Container 60 Vitamin Niacin (asB12niacinamide)15 MCG 250%20 MG standards, which is reflected in our new packaging (as cyanocobalamin) Amount Per Tablet % Daily Value Vitamin B6 (as pyridoxine hcl) 10 MG system. This magnetic metal tin is designed to be Biotin 30 MCG 10% Serving Size 1 Tablet Vitamin A (as beta carotene) 10,000% 200% Folic Acid 4 00 MCG attractive and sustainable. First purchase your Vitamin C80 (as ascorbic acid) 300 MG 500% Pantothenic Acid Vitamin B12 pantothenate) 20 MG 200% 15 MCG supplements in the reusable metal tins, then buy theServings Per Container (as d-calcium Vitamin D (as ergocalciferol) 400 IU 100% recycleable refills from then on. These tins can be Amount Per Tablet % Daily Value Ironcyanocobalamin) (phytonadione) 18 MG 100% Vitamin E 30 IU 100%(as customized and positioned on stainless steel metal Vitamin A (as beta carotene) 30 MCG 10,000% 200% Biotin Zinc (as zinc gluconate) 15 MG 100% (as d-alpha tocopheryl succinate) hanging boards, which come in a variety of shapesVitamin C (as ascorbic acid) Citrus Bioflavonoids 10 MG * Thiamin (as300 thiamineMG hcl) 500% 10 MG 667% Pantothenic Acid and sizes to be used in your bathroom or kitchen. Vitamin D (as ergocalciferol) *Daily Value not established. Riboflavin 10 MG 588%(as d-calcium pantothenate) 20 MG 4 00 IU 100% 18 MG Vitamin E 30 IU 100% Iron (phytonadione) Zinc (as zinc gluconate) 15 MG (as d-alpha tocopheryl succinate) 10 MG * Thiamin (as thiamine hcl) 10 MG 667% Citrus Bioflavonoids Riboflavin 10 MG 588% *Daily Value not established.

Supplement Facts

100% 500% 100% 250% 10% 200% 100% 100%

other ingredients: Stearic acid, microcystalline cellulose, croscarmellose sodium, magnesium stearate, silicon dioxide. contains soy ingredients. Niacin (as niacinamide) 20 MG 100%

Supplement Facts Serving Size 1 Tablet

Vitamin B6 (as pyridoxine hcl) 10 MG 500%

Folic Acid 400 MCG 100% tamper evident; use only if seal Servings Per Container 80 is intact. Vitamin B12 15 MCG 250% (as cyanocobalamin) Amount Per Tablet (USP) % Daily Value Made to U.S. Pharmacopeia quality, purity and potency 30 MCG 10% Vitamin A (as beta carotene) 10,000% 200% Biotin standards. Laboratory within Acid 60 minutes. Vitamin C (astested ascorbic acid)to300dissolve MG 500% Pantothenic

(adhesive)

(as d-calcium pantothenate) 20 MG 200%

Vitamin D (as ergocalciferol)

400 IU 100%

Riboflavin

10 MG 588% *Daily Value not established.

18 MG 100% Vitamin E 30 IU 100% Iron (phytonadione) suggested use: Take one tablet Zinc (as a zinc glass gluconate) of 15water, MG 100% preferably (as d-alpha tocopheryl succinate)daily with Bioflavonoidspouch10 MG thiamine hcl)temperature. 10 MG 667% CitrusKeep after a meal. StoreThiamin at (asroom tightly* sealed.

Warning: Accidental overdose of iron-containing products is a leading cause of fatal poisoning in children under 6. Keep this product out of reach of children. In case of accidental overdose, call a doctor or Poison Control Center immediately. distributed by: whole foods market •550 bowie street, austin, tX 78703 ©2009 whole foods market ip, LP • www.wholefoodsmarket.com

best if used bY: 00-00-00 please recYcle

COLOR PALETTE MULTIVITAMIN

MINERAL

HERB

VITAMIN

OMEGA

full label system

tin labels

BEST IF USED BY 00-00-00

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

BEST IF USED BY 00-00-00

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

Tamper Evident; Use only if seal is intact. Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes. Suggested Use: Give children over 2 years old one chewable daily. Store at room temperature. Keep bottle tightly closed. Warning: Accidental overdose of iron-containing products is a leading cause of fatal poisoning in children under 6. Keep this product out of reach of children. In case of accidental overdose, call a doctor or Poison Control Center immediately.

BEST IF USED BY 00-00-00

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

BEST IF USED BY 00-00-00

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

SUPPORTS BONE STRENGTH, BREAST HEALTH, HEART HEALTH, AND HEALTHY SKIN

MULTIVITAMIN

WOMEN

ALL NATURAL • HIGH POTENCY DIETARY SUPPLEMENT • 80 TABLETS

SUPPORTS HEART HEALTH, HEALTHY BLOOD PRESSURE, HEALTHY EYES AND ENERGY

MULTIVITAMIN

MEN

ALL NATURAL • HIGH POTENCY DIETARY SUPPLEMENT • 80 TABLETS

HELPS SUPPORT YOUR CHILD’S GROWTH, DEVELOPMENT, AND IMMUNITY

MULTIVITAMIN

CHILDREN

ALL NATURAL • GUMMY CHEWABLES

DIETARY SUPPLEMENT • 60 CHEWABLES

INCLUDES AGE-ESSENTIAL NUTRIENTS LIKE CALCIUM, B VITAMINS AND ANTIOXIDANTS

MULTIVITAMIN

ADULT 50 +

ALL NATURAL • HIGH POTENCY

DIETARY SUPPLEMENT • 80 TABLETS

Supplement Facts

Niacin (as niacinamide) 20 MG Vitamin B6 (as pyridoxine hcl) 10 MG 400 MCG 15 MCG

Serving Size 1 Tablet Folic Acid Servings Per Container 80 Vitamin B12 Amount Per Tablet % Daily Value (as cyanocobalamin)

Niacin (as niacinamide) 20 MG Vitamin B6 (as pyridoxine hcl) 10 MG 400 MCG 15 MCG

Serving Size 1 Tablet Folic Acid Servings Per Container 60 Vitamin B12 Amount Per Tablet % Daily Value (as cyanocobalamin)

(adhesive)

100% 500% 100% 250%

(adhesive)

Supplement Facts

Niacin (as niacinamide) 20 MG Vitamin B6 (as pyridoxine hcl) 10 MG 400 MCG 15 MCG

100% 500% 100% 250%

Supplement Facts Vitamin A (as beta carotene) 10,000% Vitamin C (as ascorbic acid) 300 MG Vitamin D (as ergocalciferol) 400 IU Vitamin E 30 IU (as d-alpha tocopheryl succinate) Thiamin (as thiamine hcl) 10 MG Riboflavin 10 MG

(adhesive)

100% 500% 100% 250%

(adhesive)

Ingredients: Zinc Gluconate, Dibasic Calcium Phosphate, Cellulose Gel, Hydroxypropyl Methylcellulose, Stearic Acid, Titanium Dioxide (artificial color), Magnesium Stearate, Croscarmellose Sodium, Polyethylene Glycol, Triethyl Citrate, Polysorbate 80, Sodium Citrate. Does not contain artificial colors, flavors or preservatives.

Tamper Evident; Use only if seal is intact. Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes. Suggested Use: Take one tablet daily with a meal. Store at room temperature. Keep bottle tightly closed. If you are pregnant or nursing, ask a doctor before using this product.

BEST IF USED BY 00-00-00

Ingredients: Ginkgo leaf extract (including Flavone Glycosides and Terpene Lactones), Alfalfa, Gelatin (Non-Bovine), Water, Silicon Dioxide.

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

Tamper Evident; Use only if seal is intact. Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes.

If you are pregnant or nursing, as a doctor before using this product.

Ingredients: Ascorbic Acid, Dibasic Calcium Phosphate, Corn Starch, Modified Food Starch, Hydroxypropyl Methylcellulose, Stearic Acid, Povidone, Magnesium Stearate, Polyethylene Glycol.

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

Tamper Evident; Use only if seal is intact. Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes.

Warning: Vitamin C supplementation should not exceed 2,000 mg/day. Dosages above this established upper limit may cause diarrhea and intestinal gas.

Ingredients: Fish Oil Concentrate, Gelatin (non-bovine), Glycerin, Water, Tocopherol. Contains: Fish (Anchovy, Sardine) and Soy.

PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

Tamper Evident; Use only if seal is intact. Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes. Suggested Use: Take one to two softgels daily with a meal. Store at room temperature. Keep bottle tightly closed. If you are pregnant or nursing, as a doctor before using this product.

BEST IF USED BY 00-00-00

ZINC

ALL NATURAL • HIGH POTENCY

IMPROVES CIRCULATION AND MEMORY

HERB

GINKGO BILOBA ALL NATURAL • VEGETARIAN

HERBAL SUPPLEMENT • 100 CAPSULES • 60 MG

Suggested Use: Take one tablet daily with a meal. Store at room temperature. Keep bottle tightly closed.

BEST IF USED BY 00-00-00

MINERAL MINERAL SUPPLEMENT • 150 CAPLETS • 30 MG

Suggested Use: Take two capsules three times daily, with a meal. Store at room temperature. Keep bottle tightly closed.

BEST IF USED BY 00-00-00

SUPPORTS DEVELOPMENT AND PRODUCTION OF IMMUNE SYSTEM

A POWERFUL ANTIOXIDANT THAT HELPS BOOST THE IMMUNE SYSTEM

VITAMIN C ALL NATURAL

VITAMIN SUPPLEMENT • 150 TABLETS • 500 MG

MAY REDUCE CORONARY HEART DISEASE FORMULATED FOR EASY ABSORBTION

FISH OIL

OMEGA-3

ALL NATURAL • ODERLESS PEEL HERE - SUPPLEMENT FACTS AND INGREDIENTS INSIDE

DIETARY SUPPLEMENT • 40 SOFTGELS • 1200 MG

(adhesive)

Supplement Facts

Monounsaturated Fat 0.5 g

Serving Size 2 Softgels Cholesterol 25 mg Protein Less than 1 g Servings Per Container 20 Amount Per Tablet % DV Fish Oil Concentrate 2400 mg Calories 25 Calories from Fat 20 Total Fat 2.5 g Saturated Fat 1 g Polyunsaturated Fat 1 g

4%** 5%**

(adhesive) 8%**

* Omega-3 Fatty Acids (EPA, DHA and other Omega-3) 720 mg* *Daily Value not established. **Percent Daily Values are based on a 2,000 calorie diet.

full label system refill pouch labels SUPPORTS BONE STRENGTH, BREAST HEALTH, HEART HEALTH, AND HEALTHY SKIN

SUPPORTS HEART HEALTH, HEALTHY BLOOD PRESSURE, HEALTHY EYES AND ENERGY

HELPS SUPPORT YOUR CHILD’S GROWTH, DEVELOPMENT, AND IMMUNITY

INCLUDES AGE-ESSENTIAL NUTRIENTS LIKE CALCIUM, B VITAMINS AND ANTIOXIDANTS

MULTIVITAMIN

ALL NATURAL • HIGH POTENCY

ALL NATURAL • GUMMY CHEWABLES

ALL NATURAL • HIGH POTENCY

DIETARY SUPPLEMENT • 80 TABLETS

DIETARY SUPPLEMENT • 60 CHEWABLES

DIETARY SUPPLEMENT • 80 TABLETS

REFILL POUCH

MULTIVITAMIN WOMEN

MULTIVITAMIN MEN

MULTIVITAMIN CHILDREN

MULTIVITAMIN ADULT 50+

DISCOVER YOUR STRENGTH with Whole Foods Brand vitamins and supplements. We select ingredients that are only of the highest quality and standards, which is reflected in our new packaging system. This recycleable refill pouch is designed to be attractive and sustainable. First purchase your supplements in the reusable metal tins, then buy the recycleable refills from then on. The tins can be customized and positioned on stainless steel metal hanging boards, which come in a variety of shapes and sizes to be used in your bathroom or kitchen.

WOMEN

Supplement Facts

Niacin (as niacinamide) Vitamin B6 (as pyridoxine hcl)

20 MG 10 MG 400 MCG 15 MCG

200% Biotin 500% Pantothenic Acid (as d-calcium pantothenate) 100% 100% Iron (phytonadione) Zinc (as zinc gluconate) 667% Citrus Bioflavonoids 588% *Daily Value not established.

100% 500% 100% 250%

30 MCG

10%

20 MG 18 MG 15 MG 10 MG

200% 100% 100% *

MEN

Supplement Facts

Niacin (as niacinamide) Vitamin B6 (as pyridoxine hcl)

20 MG 10 MG 400 MCG 15 MCG

200% Biotin 500% Pantothenic Acid (as d-calcium pantothenate) 100% 100% Iron (phytonadione) Zinc (as zinc gluconate) 667% Citrus Bioflavonoids 588% *Daily Value not established.

100% 500% 100% 250%

30 MCG

10%

20 MG 18 MG 15 MG 10 MG

200% 100% 100% *

CHILDREN

Supplement Facts

Niacin (as niacinamide) Vitamin B6 (as pyridoxine hcl)

20 MG 10 MG 400 MCG 15 MCG

200% Biotin 500% Pantothenic Acid (as d-calcium pantothenate) 100% 100% Iron (phytonadione) Zinc (as zinc gluconate) 667% Citrus Bioflavonoids 588% *Daily Value not established.

100% 500% 100% 250%

30 MCG

10%

20 MG 18 MG 15 MG 10 MG

200% 100% 100% *

ADULT 50+

Supplement Facts

Niacin (as niacinamide) Vitamin B6 (as pyridoxine hcl)

20 MG 10 MG 400 MCG 15 MCG

200% Biotin 500% Pantothenic Acid (as d-calcium pantothenate) 100% 100% Iron (phytonadione) Zinc (as zinc gluconate) 667% Citrus Bioflavonoids 588% *Daily Value not established.

100% 500% 100% 250%

30 MCG

10%

20 MG 18 MG 15 MG 10 MG

200% 100% 100% *

Tamper Evident; Use only if seal is intact. Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes.

Suggested Use: Take one tablet daily with a glass of water, preferably after a meal. Store at room temperature. Keep pouch tightly sealed.

Suggested Use: Give children over 2 years old one chewable daily. Store at room temperature. Keep pouch tightly sealed.

Suggested Use: Take one tablet daily with a glass of water, preferably after a meal. Store at room temperature. Keep pouch tightly sealed.

BEST IF USED BY: 00-00-00

BEST IF USED BY: 00-00-00 PLEASE RECYCLE

PLEASE RECYCLE

SUPPORTS DEVELOPMENT AND PRODUCTION OF IMMUNE SYSTEM

MINERAL

IMPROVES CIRULATION AND MEMORY

HERB

A POWERFUL ANTIOXIDANT THAT HELPS BOOST THE IMMUNE SYSTEM

MAY REDUCE CORONARY HEART DISEASE FORMULATED FOR EASY ABSORBTION

OMEGA-3

FISH OIL

ZINC

GINKGO BILOBA

VITAMIN C ALL NATURAL

ALL NATURAL • ODERLESS

MINERAL SUPPLEMENT • 150 CAPLETS • 30 MG

HERBAL SUPPLEMENT • 100 CAPSULES • 60 MG

VITAMIN SUPPLEMENT • 150 TABLETS • 500 MG

DIETARY SUPPLEMENT • 40 SOFTGELS • 1200 MG

REFILL POUCH

MINERAL ZINC

HERB GINKGO BILOBA

VITAMIN C

FISH OIL OMEGA-3

DISCOVER YOUR STRENGTH with Whole Foods Brand vitamins and supplements. We select ingredients that are only of the highest quality and standards, which is reflected in our new packaging system. This recycleable refill pouch is designed to be attractive and sustainable. First purchase your supplements in the reusable metal tins, then buy the recycleable refills from then on. The tins can be customized and positioned on stainless steel metal hanging boards, which come in a variety of shapes and sizes to be used in your bathroom or kitchen.

ALL NATURAL • HIGH POTENCY

ALL NATURAL • VEGETARIAN

Supplement Facts Serving Size 2 Softgels Servings Per Container 20 Amount Per Tablet % DV Calories 25 Calories from Fat 20 Total Fat 2.5 g Saturated Fat 1 g Polyunsaturated Fat 1 g

Ingredients: Ginkgo leaf extract (including Flavone Glycosides and Terpene Lactones), Alfalfa, Gelatin (Non-Bovine), Water, Silicon Dioxide. Does not contain artificial colors, flavors or preservatives.

Tamper Evident; Use only if seal is intact. Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes.

Suggested Use: Take one tablet daily with a meal. Store at room temperature. Keep pouch tightly sealed.

Suggested Use: Take two capsules three times daily with a meal. Store at room temperature. Keep pouch tightly sealed.

If you are pregnant or nursing, ask a doctor before using this product.

BEST IF USED BY: 00-00-00

BEST IF USED BY: 00-00-00 PLEASE RECYCLE

Ingredients: Ascorbic Acid, Dibasic Calcium Phosphate, Corn Starch, Modified Food Starch, Hydroxypropyl Methylcellulose, Stearic Acid, Povidone, Magnesium Stearate, Polyethylene Glycol.

Ingredients: Fish Oil Concentrate, Gelatin (non-bovine), Glycerin, Water, Tocopherol. Contains: Fish (Anchovy, Sardine) and Soy.

Tamper Evident; Use only if seal is intact. Made to U.S. Pharmacopeia (USP) quality, purity and potency standards. Laboratory tested to dissolve within 60 minutes.

Suggested Use: Take one tablet daily with a glass of water, preferably after a meal. Store at room temperature. Keep pouch tightly sealed.

Suggested Use: Take one to two softgels daily with a meal. Store at room temperature. Keep pouch tightly sealed.

Warning: Vitamin C supplementation should not exceed 2,000

mg/day. Dosages above this established upper limit may cause diarrhea and intestinal gas.

BEST IF USED BY: 00-00-00 PLEASE RECYCLE

4%** 5%**

Monounsaturated Fat 0.5 g Cholesterol 25 mg 8%** Protein Less than 1 g Fish Oil Concentrate 2400 mg * Omega-3 Fatty Acids (EPA, DHA and other Omega-3) 720 mg* *Daily Value not established. **Percent Daily Values are based on a 2,000 calorie diet.

mg/day. Dosages above this established upper limit may cause diarrhea and intestinal gas.

BEST IF USED BY: 00-00-00 PLEASE RECYCLE

PLEASE RECYCLE

final product

prototype of whole foods market brand vitamin and supplement packaging system

Point of sale with redesigned packaging system