Step One Foods Packaging Redesign

Creative Agency: Ideas that Kick
Creative Director: Stefan Hartung
Copywriter: Brian Beatty
Designer: Lindsey Bennett
Photography: Paul Markert
Project Type: Produced, Commercial Work
Client: Step One Foods
Location: Minneapolis, MN, USA

Minnesota-based Step One Foods partnered with Minneapolis design agency Ideas that Kick for strategic branding direction and design concepts that would up the appetite appeal of their brand, their products and their consumer experience.

Originally introduced under the TruHealth MD brand name, Step One Foods are formulated by a practicing cardiologist to deliver essential nutrients in every serving. Just two servings of Step One Foods each day has been shown to help patients with heart disease control their cholesterol and reduce their dependency on prescription medications.

With that in mind, Kick supported a rebranding, then delivered a simple, enticing design concept that has so far inspired tradeshow signage and collateral, a new website and, most recently, a new packaging system.

“Nutrition is the first step toward better heart health. And these foods make nutrition easier,” says Kick brand strategist Mary Kemp, explaining the impetus for the agency’s rebranding. “This program is often the only step necessary for people to stay off of prescription meds, so Step One Foods made sense. Extending the branding to tactics has meant balancing relevant nutritional content and healthcare concerns with what shoppers look for in food packaging.”

“Step One Foods are purchased online, but how tasty the foods look in the pantry could dictate how consistent people are about sticking with the program,” adds Kick executive creative director Stefan Hartung. “We created double-front packaging that is retail shelf-ready. Beautiful new photos and a well-defined content hierarchy make Step One an easy shopping decision that just so happens to be good for you, too.”

“Kick’s design thinking has changed the way we look at and talk about our brand,” says Barbara Birr, Step One co-founder and COO. “It’s important that we appeal to healthcare professionals and their patients. We’re the opposite of a fad diet or weight-loss program. Making nutrition easier is easier when every touch point of your brand experience is appetizing. Kick understood that from the start.”