Nesvita is the leading brand in cereal beverages, promoting a healthy and balanced lifestyle for women on the go who need a filling, convenient and above all nutritious way to start their day. With increasing market competition and an upward trend in health conscious eating, Nesvita aims to leverage its competitive advantage with the newly launched Nesvita Actifibras with wholegrain cereal.
Nesvita wanted to re-launch their new and improved beverage with a stronger message about the nutritional benefits of Actifibras and wholegrain cereal; the main benefit being a healthier digestive system for a more balanced lifestyle. The challenge was communicating to consumers that by drinking Nesvita Actifibras they would receive these benefits, something that is usually associated with yogurts rather than hot cereal beverages. Therefore Brand New Day had to design the front of the package to not only have a strong shelf impact, but also very clearly illustrate the nutritional benefits, while keeping a premium look and feel that’s aligned with the existing brand.
To achieve the goals set out by Nesvita, Brand New Day created a new front of package design that placed emphasis on the brand name and the core ingredients of Actifibras and wholegrain cereal across all variants to ensure total brand alignment. The addition of a golden strip not only created strong shelf impact, but also helped to create a sense of the product being a more premium option while highlighting and drawing attention to the Actifibras logo. For each flavour variant, the nutritional benefits were listed and made highly visible so that health conscious consumers could easily understand Nesvita’s new recipe. The use of tempting images of both the cereal beverage and its ingredients further added to the product differentiation and appeal for those searching for something that’s equally tasty and healthy.