Looking for a way to break out of the health product mainstream with its EpiCor nutritional supplement, ProActive Health Products created a berry-flavored soft chew version of the all-natural product — formerly available only in capsule form — which helps balance the immune system to maintain wellness.
“We listened to our customers, and they wanted something that would be suitable for children as well as adults,” says ProActive President Kristine DeKlotz. “We developed a family-friendly product with good taste, smell and texture that also contains Vitamin D3. It’s a very portable, user-friendly product that encourages preventive health care.”
When DeKlotz asked FUEL to tackle the challenge of making the innovative product visible on store shelves, she found that FUEL also listens. “FUEL is just incredible in the way they approach a project like this”, she relates. “They were wonderful at listening to what we brought to the project. It’s truly a collaborative effort, and they really take the time to dig deep. They bring everyone to the table, and they all have input and ownership — rather than one person working in a vacuum. It’s an amazing environment to work in.”
Charged with creating a design that would make EpiCor’s new stand-up pouch “eye-catching and fashion-forward” on shelves full of pill bottles, “they totally hit the nail on the head,” says DeKlotz. “The gold-orange packaging has that sunshine and Vitamin D feeling. The look is wholesome and less pharmaceutical, and our name is clearly identifiable. The packaging succeeded beyond our wildest dreams.”
The popularity of the soft chew EpiCor product, which lends itself to sampling at stores and health fairs, has launched ProActive into unknown territory, says DeKlotz, whose family-owned company positions itself as the EpiCor expert, with an emphasis on providing education as well as products. “This has done so well that it made us re-think our overall brand and how we want to move forward and capitalize by re-branding ProActive Health Products. We’ve asked FUEL to help us change the labels on all our products to make our brand consistent.”
FUEL is a design firm specializing in brand development. To learn more, please call 319.393.7739 or email John Moes at firstname.lastname@example.org.
Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.