Carnation Breakfast Essentials has reformulated its Original Nutritional Drinks and Powder Drink Mixes, and introduced a new look courtesy of creative agency Chase Design Group (CDG). Moreover, the ready-to-drink format is now available in Tetra-Pak cartons that are recyclable with the cap on and that are estimated to eliminate over 3.8 million pounds of plastic annually.
CDG’s role: creative a distinctive new look that underscores trustworthiness and transparency. “From a packaging standpoint, desirability is achieved through distinctive narrative imagery and trustworthiness through aesthetics and a clear display of benefits/nutrition information,” explains Steve Dunphy, Executive Creative Director. The CDG design team used the image of a glass for the core narrative element. Taste appeal was achieved by adding a splash as well as strong ingredient cameos. When paired with an updated yellow background and new sun ray pattern, the glass becomes a breakfast-time hero. The horizon design architecture and nutritional bubble touts the nutritional information. The new logo replaces the former script with a vintage look, referencing wholesome dairy cues while partnering with the glass to form a distinctive symbol.
“Beyond the shelf, these new iconic brand assets form the core of the visual identity used to unify the brand in eCommerce applications and across the broader world of communications including tv advertising, digital and social,” says Justin Molina, Account Director, Chase Design Group. The new packaging is currently rolling out on shelves and online at retailers nationwide.