Design: Tomomi Maezawa
Location: United States
Project Type: Produced
Product Launch Location: United States
Packaging Contents: Fiber Powder
Packaging Substrate / Materials: Tin, Paper Labels
Printing Process: Tin was screen printing and die-cut for the paper labels
Once upon a time during COVID, there was a woman who wanted to take her fitness to the next level. She became obsessed with nutrition and in turn realized what she was eating was not ideal. She went down a research rabbit hole… reading everything she could and talking to every expert she could find. She thought she knew the basics, but (spoiler alert) she didn’t.
She also discovered that like 95% of Americans!!, she didn’t consume enough fiber. She did what everyone does and Googled “best fiber supplements.” That was a journey. Did your name have to end in ‘cil or ‘lax to be a fiber supplement? And why were the ingredients so bad? Artificial ingredients, flavors and dyes like yellow #6? And who decided that every fiber supplement needed to be housed in circular plastic tubs? She took the plunge and purchased a few options. Mistake. She should have known they would taste bad too.
That’s how the idea for a better fiber supplement was born. Our founder, who previously launched a design-forward innovative consumer products business, decided to act and identified the best partners to manufacture this new, innovative clean fiber powder.
On the design-side, after reviewing thousands of names, she chose the brand name Bonny because it was simple, elegant and means beautiful in Scottish. And that is how we believe fiber should look, taste and make you feel… beautiful.
Sustainability also factored heavily into the brand promise of better-for-you and beauty. Our founder did not want to utilize plastic or rounded shapes like her competitors. Our leader sourced unique custom cube tins that spoke to her design sensibilities, focus on sustainability and underlined her emphasis on creating a truly disruptive product in the fiber supplements category.
Armed with a creative brief and mood boards, she sought out and found a graphic designer partner who could bring Bonny to life. Tomomi Maezawa was the clear choice.
The goal was to craft an elevated fiber supplement that one couldn’t help but try through beautiful typography, color selection and sustainable, innovative packaging. We looked to create a premium brand with packaging that one wanted to keep out on their shelves vs. hide away in a cabinet. A first for the overlooked fiber category!
We believe we did just that, launching exclusively online in December 2020 with fanfare in outlets like Beauty Independent and The Beet already. Every detail of this brand has been thoughtfully considered to ensure that the Bonny experience is cohesive, and above all else beautiful.
The fiber supplements category is a sea of same. Market leaders are packaged in plastic tubs with plastic screw tops and plastic shrink wrap. Open the tub and a flimsy plastic scoop awaits you.
Bonny changed all of that. Our prebiotic powder is housed in compact, tin cubes. Our anti-tamper labels are FSC certified, 100% post-consumer waste recycled Vellum paper. We eliminated plastic scoops because you don’t need more plastic. Aside from the shape and materials, we elevated the look and feel of fiber by creating elegant, beautiful packaging.