Compliance branding redesign. Project launched with 2 variants - 1 Açai & Guarana original flavour, and 1 Açai Reduced Sugar. Provided all new strategy, branding redesign aligned with government standards, full package layouts and delivered final docs to printer.

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For this brand redesign, the client was already well established within Canada, the country of origin for the brand owner. The client needed our studio to adapt the brand to introduce the new mandatory FOP Symbol required by CFIA, providing shelf-ready government compliant labelling for the Canadian market. 

The brand offers an exclusive line of açai based sorbets. The client provided some key objectives identified by their customer base. We integrated the consumer feedback into the compliance providing a new strategy for their product offering.

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Establishing a succinct branding hierarchy was essential to the nutrition-focused strategy. We carefully defined the allowable nutritional claims per each variant and established a graphical system + hierarchy that was adaptable for future line extensions. We ensured compliance by adhering to allowable claims based on the nutritional thresholds for each pillar of ORIGINAL vs REDUCED SUGAR.

The product's SERVING SIZE needed to be adjusted to fulfill the FOP symbol, as the client was initially provided incorrect guidance for their specific category. Once the proper serving size was established the actual calories went up substantially, and so the lo calorie emphasis had to be dropped as it no longer was a viable selling point. Therefore, we shifted the emphasis to the REAL AÇAI claim and made this the focus. 

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The original treatment was cluttered and the brand mark was indistinguishable from the rest of the elements. Overall the old treatment lacked presence and needed an injection of contrasting scale with the hero image and the various text elements. This was also necessary in order to de-emphasize the FOP Symbol. The background of palm leaves were also thinned out to improve their visibility and fluttery effect.

In order to pop the brand mark from the busy background, we introduced a solid-colour medallion behind the logo. The medallion's usage is twofold: 1) to encapsulate the word mark and 2) provide a vehicle to distinguish the REDUCED SUGAR subcategory. The colour changes to cyan for the NO SUGAR to help consumers quickly distinguish the secondary line. The lighting bolt in the logo was also scaled up in order to make it visible and locked into the word HYPER. This change in scale ensures the lighting bolt holds on press in instances where the logo lock up is used at a smaller size. 

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The overall packaging required a more defined visual hierarchy to improve the sequence. The original brand used all white lettering for every descriptor providing no prominence to any one single product descriptor or claim, weakening the product offering. With the refresh emphasis was placed on the brand mark followed by the common name descriptor and the tertiary element is the flavour distinction, retaining the white for these elements. Two main product claims – Real Fruit + No Artificial Colours/Flavous – were treated with the lightning gold. This injection of colour in the two smaller claims helps distinguish these from the three main hierarchy elements, and cuing the sequence to end with the gold elements. The small FREE FROM icons were moved to the back panel to clean up the busy front panel; fewer claims with more purpose is much more effective than more claims with no specific strategy.