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Functional Foods & Beverages
Original Date of Publication January 2018
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Designing Brand Corporate and Net ID R.BIRD & Company, Inc. USA • 888 317 8300 • 212 317 8300
Table of Contents
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Paints & Coatings
Contents Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Decisions, Decisions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Brain Enhancement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 The Hangover. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Cleanse. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Milk Alternatives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Anti-Oxidants. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Beauty. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Vitamin Enhanced. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Energy Water. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Prenatal Care . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Cannabis Infused. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Watercolor. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Waves. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Droplets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Paleo Superfoods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Protein Bars. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Caffeine Bars. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Anti-Aging Bars. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Whey Based Protein. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Plant Based Protein. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Heavy Metals. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Gender Specific. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Molecular Science. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Color Systems. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Vertical Brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Naturally Friendly. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32 Rainbow. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33 Minimalism. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 ABC, 123. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Athletes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Ferocity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Hand Made . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Tropical. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Design Systems. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Mobile Apps. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Gallery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Keywords & Brands. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
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R.BIRD Patterns about design in consumer packaging
Introduction
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Functional Foods & Beverages
Functional Foods & Beverages Introduction If you’re a brand manager, marketing professional, package designer or student about to begin a brand or package design initiative, it’s essential to be aware of context. R.BIRD “Patterns” are published reports based on our observations and professional experience as brand & package designers that provide insights into common practices within a chosen product category.
Method Armed with digital cameras and note pads, our designers visit retail environments and online marketing to observe product presentation in its natural habitat. We then perform a closer study in search of common design patterns and competitive opportunity throughout the category.
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R.BIRD Patterns about design in consumer packaging
Functional Foods & Beverages
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Overview
Overview Our observations included consideration of the brands shown above - and many more. These products were found on-shelf in mass-market retail, specialty shops, health food stores or online.
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R.BIRD Patterns about design in consumer packaging
Overview
Functional Foods & Beverages
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The Hangover
The Hangover Some of us have been there. Now, with careful planning and your choice of remedies, we can all go on that Thursday night bender and still function well enough to get through Friday.
Response Hovering between a sophisticated energy brand and a legit pharmaceutical, these brands lean on graphic elements found on OTC and Rx medicines. Efficacy is imperative, as well as taste. The cold aluminum can may actually double as an ice pack for direct application to your pounding skull.
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R.BIRD Patterns about design in consumer packaging
The Hangover
Functional Foods & Beverages
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Milk Alternatives
Milk Alternatives
Milk Alternatives Milk alternatives are ever increasing in popularity. Clean white bottles with splashes of bright color imply a healthy alternative for the lactose intolerant and vegan diets. Unlike Boost and Ensure, these reach beyond the senior citizen market to engage health-conscious consumers of all ages.
Response Milk, once constrained to the ubiquitous rectangular carton now leverages structures and graphics as a key differentiator for new brands. Numerous Milk alternatives and yogurt based drinks tap into the white shrink wrap bottle. Califia Farms’ unique bottle and wide product range works hard and gets attention.
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R.BIRD Patterns about design in consumer packaging
Functional Foods & Beverages
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Beauty
Beauty Collagen, anti-oxidants and super hydrating formulas designed to keep your skin hair and nails looking their best. You may not see all of these at your local convenience store, so try Sephora or other online channels. Response This category allows the designer to push the envelope and tap into elements seen in cosmetics and personal care categories...Glass bottles, understated and delicate design.
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R.BIRD Patterns about design in consumer packaging
Beauty
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Cannabis Infused
Cannabis Infused The uptick in legalized cannabis has made its way into the infused beverage category with some smartly designed products...and some...not so smart.
Response Dixie, Zasp and Quigley’s successfully establish interesting and compelling brands through design. Cannabis Energy Drink has launched with minimal effort in design, branding or positioning to differentiate.
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R.BIRD Patterns about design in consumer packaging
Cannabis Infused
Functional Foods & Beverages
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Waves
Waves Graphic expressions of water, or waves conveys a clean and refreshing sensation associated with the brand. Response While being somewhat of a clichĂŠ, wavey lines can still be executed with a newfound freshness. The examples above show some interesting and understated expressions in support of typography, flavoring and brand.
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R.BIRD Patterns about design in consumer packaging
Waves
Functional Foods & Beverages
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Paleo Superfoods
Paleo Superfoods
Paleo Superfoods Ancient grains, nuts, berries and other unprocessed foods make up a Paleolithic (Superfood) diet. There are many offerings in this group as this diet gains popularity.
Response Many brands are either entirely focused on, or have offerings that cater to the paleo diet. Health Warrior’s Chia Bar and GoMacro capture a compelling colorful aesthetic as does Moriga’s Superfoods.
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R.BIRD Patterns about design in consumer packaging
Gallery
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R.BIRD Patterns about design in consumer packaging
Gallery
Index
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Keywords & Brands
Keywords & Brands A acronyms 35 alkaline 16 aluminum 9 anti-aging 12, 24 anti-oxidants 12, 13, 14
B balance 14 bliss 8 brain 8, 28, 37 Brand Activate 14 Aftamath 44 Aloha 5, 32, 51 Ancient Nutrition 50 ANSI 27, 51 AntiOx 12 Aria 50 Arla 11, 43 Auriganic 44 Australian Superfood 21 Awake 5, 23 Bai 5, 12, 19 Balance Bar 48 Barology 24 Barracudos 14 Bearded Brothers 38, 48 Beauty & Co 13 Beauty Food 24 Bella Berry 13, 43 Beond 46 BioTrust 27, 31 Blendfresh 30, 32 Blink 15 blk. 44 BluePrint 5, 10, 20, 42 Body Fortress 5 Bodylogix 28, 52 Boost 11 BPI 51 BSN 27, 29 BTC 49 Bulk Powders 52 Bully Max 37, 52 Bumble Bar 46 Bump 16, 44 Califia 5, 11 Cannabis Quencher 17 CannaPunch 17, 44 Charged Chocolate 49 Cheribundi 5 Chia Bar 21, 46 Chimpanzee 39
Clean Gainer 31 Clif 5, 22, 23, 36 Code Blue 9 Combat 31 Defy 13 Dirty Energy 23 Dirtylemon 34, 45 Diva 28, 37 Dixie 17 Dymatize 25 Earnest Eats 46 Eat Your Coffee 49 Elemental 21 Ensure 11, 43 ERG! 46 Evolution Fresh 5, 18, 33, 43 Fairlife 11 Fat Water 44 Finish First 29 FitMiss 28 FRS 40, 44 GAEA 48 Garden of Life 27 Gatorade 5, 40 Genie 43 Glaceau 14 Glukos 40 GNC 6, 7 Gold 13 GoMacro 21, 33 Good 43 Grassroots Granola 47 Grenade 37, 51 H2Organics 16, 20 H2rOse 5, 13 Hammer Nutrition 37 Health Warrior 5 Hint 43 HIT Supplements 28, 37 Honey Stinger 48 HPN 52 Hum 50 HumanN 5, 26 HyDrive 15, 45 HydroPro 29 ID* 48 Ignite 28 Integrated Supplements 50 ISO-32 27 Isopure 31 ISO-Zero 27 Jamba Juice 6
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Jus 10, 34, 45 Just 47 Jym 50 Kalumi 24 Kevita 44 Kind 5, 22 Koios 45 Kuli Kuli 21, 39 Lärabar 21 Legal 17 LinusProNutrition 29 Little Miracles 12 Luna 22 Manbake 23, 36, 46 Marked 30 Maxine’s 36 Mercy 45 Metabot Nutrition 51 Moms 20 Muscle Milk 5, 40 Muscletech 27 nakd 5, 39 Naked 5, 25 Naked Nutrition 5 Naked Whey 34 Natural Force 25 Nature’s Best 25, 31 Nature’s Valley 22 Neat Healthy 39 Neuro 5 NitroTech 27 Nogii 22 NutraBio 25, 51 NutraPre 16 Odwalla 21 On 5, 51 On The Run 49 Orgain 26 Organifi 50 Overhang 9 Paleo Protein 50 Paleo Simplified 21 Paleo Valley 21 Party Aid 9 Peak Health 24 Perfectly Simple 48 Performix 29, 42, 50, 51 Perk!er 47 Picky Bars 47 Pillars 5, 11, 18 Planet Fuel 5, 18 POM 12 POW 15, 20 PowerBar 22 Primal Kitchen 47
R.BIRD Patterns about design in consumer packaging
Primea 47 Proteinzilla 29 Pulse 48 Pure Protein 5, 51 Pure Warrior 30 Quigley’s 17 Regeneration 24 ResQ 9 Ripple 11, 19 RivalUs 31 Runa 18, 45 RXBar 24 Shred Supplements 28, 51 Siggi’s 11 Simple Squares 47 Simply Protein 22 Six Star 51 Skoop 5, 26, 32 Skyr 11 Snap Juice 10, 33, 38 Snickers 22 Solixir 5, 45 Square Organics 46 Stand Up 9 Stoats Sport 47 Suja 19, 44 Sunfood 5 Sunwarrior 26, 32 Superbeets 26 Swift 52 Swisse 30 Syntha-6 27, 29 Tanka 49 Target 6, 7 To Bazaki 10 Universal Nutrition 36, 51 Vega 26, 30, 52 Verb 23, 48 Virtue 15, 19 Vital Strength 52 Vitamin Fizz 14, 33, 43 Vitamin Water 14 Vitamin Well 14 Vitanella 38 Vitness 20 Wat-aah! 45 WeWork 6 Wild Bunch 10 Women’s Best 52 Wonder Bar 24 Yawp! 38, 46 Yebo 49 Zasp 17
Keywords & Brands
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C
M
caffeine 15 cannabis 17 charged 14 cleanse 10, 42 closure 10 color black 21, 23, 24, 25, 28, 30 brown 11, 22 green 10 metal 9, 27 orange 12 pink 14, 28 red 9, 30 spectrum 8, 10, 33 translucent 10, 13, 14 white 11, 12, 24
macro 21 mind 8 minimalism 24 molecular 13, 15, 29 muscle 25, 26, 27
D defence 8, 14 design system 8, 10, 14, 21, 30, 33, 40 detox 8 digital 41, 42 dream 8
E energy 15, 23, 28 everyday 14
F focus 8, 14 folic acid 16 fruit 8, 11, 12, 13, 15, 17, 18, 19, 21, 30, 32
G glass 13
H
N numbers 27, 30, 32, 35 nuts 21, 22, 33
O organic 32
P paleo 21 pharmaceutical 9, 10 plus 9, 16 power 27, 28, 30, 36, 37 pregnancy 16 protein 29, 30, 40
S sleep 8 sport 14 structure 10, 11, 12, 25 sun 8
T tea 18 trademark 35
V vegan 26 vertical 33, 40 vitamin 33
W watercolor 11, 18, 33 water drop 11, 13, 15, 16, 19, 20, 34 waves 11, 15, 19
hair 13 hand-lettering 10, 23, 33, 38, 39 hangover 9 happy 8 hydration 13, 14, 15
I ignite 8 infographics 7, 15, 24, 28, 29, 30 inspire 8
L love 16
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R.BIRD Patterns about design in consumer packaging
Index