Design: The Biondo Group
Location: United States
Project Type: Produced
Client: Country Life
Product Launch Location: Global
Packaging Contents: Nutritionals / Vitamins
Packaging Substrate / Materials: Cardboard
In response to an accelerating demand for functional supplements, especially those offering skin, hair and nail rejuvenation, the Country Life® team revamped the brand’s Maxi® beauty supplement line to portray a more premium, beauty-oriented image and support innovative extensions. The original offering included seven solution-driven varieties.
With special strength in Nutritional and Personal Care categories, The Biondo Group was selected to contemporize the Maxi® package design to attract the segment’s increasingly young, nutritionally-educated consumer while still maintaining strong recognition with Country Life® umbrella brand loyalists.
According to Charles Biondo, firm CEO, the key visual challenge was to create a system which stood out in the chaotic supplement aisle, and yet also fit into the gentler wholistic and wellness online arenas (in editorial, social media and shopping).
“Simplicity in packaging is powerful – this approach works across environments. We chose a white background and sophisticated application of the bright Country Life® brand mark to unify offerings into an effective visual block with “pop”. Against this clean back-drop, the variety names and unique benefit story became hero. Quality artwork and strategic touches of high gloss depicted the pure ingredients, strengthening the line’s premium cosmetic tone, ” said Biondo
“Country Life® Maxi® beauty line has a new, premium look which expresses the products’ high quality and performance. The architecture provides a visual platform to launch an exciting array of new products. ” said Donna Iannucci, Chief Marketing Officer of Country Life®