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Refreshing the design of a corner store hero.
"It was a true pleasure working with Seymourpowell to develop Nurishment’s strategic framework and path to growth.
They were true partners in seeing the changes brought to life, including working with our technical teams and supply chain to ensure feasibility of the designs & formats."
Bola Akintewe, Beverages Brand Manager, Grace Foods UK
Challenge
Launched in 1981, Nurishment is a fortified milk drink enriched with vitamins and minerals. The current brand identity and packaging design was looking dated, cluttered and confused, creating barriers for consumers beyond the core Caribbean ‘diaspora’ communities.
Insights
The brand was well-placed to connect with local communities. We leveraged Nurishment’s high-distribution in corner shops to frame the brand as the nation's corner shop essential. Nurishment’s new brand positioning ‘Proudly Local and Loved’ was the core idea informing our branding and structural design approach. It spoke to a brand which gives a little goodness back to those who give it their all: in work, family, as well as the broader community.
Outcome
To help achieve brand growth, a new format was crucial to reach a wider consumer base who found the existing can format unappealing. We created a new, easy-drinking bottle design aimed to be ownable, confident and scalable. Alongside a new format, a refreshed pack identity was created for both bottle and can. A fresh approach to the iconic branding, it featured a cleaner, simplified design which was bold, straight-talking and proud, whilst remaining honest and true to the product’s heartland: great taste!
Client
Nurishment
Capabilities
Brand Strategy
Brand Identity
Pack Structure
Brand Book
Refreshing the design of a corner store hero.
