Launched in the late 90s, Vector is a true pioneer of protein-rich breakfast food. Packed with key nutrients, it was initially positioned for athletes as food to fuel their athletic aspirations. However, by focusing solely on nutritional value and performance, Vector was being overlooked by many consumers looking for an easy option to help fuel their active everyday lifestyles. This, combined with a dramatic increase in competition in the protein segment during the last 10 years, made Vector ready for a redesign.
We evolved the packaging of the Vector product family (Original Vector meal replacement,* new Vector Maple Crunch cereal and Vector Granola), by streamlining the visuals in order to focus on the product itself. Presenting it in a more accessible and appealing way helped increase purchase intent among the Active People target consumer group.