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Product Design: Mom's Healthy Secrets needs your inspiration. This cereal deserves to be seen!

€2,500 Overall Community Prize
€1,0001st place 
€5002nd place 
€2503rd- 6th place 

€500 Sold Idea

Closed

Start date
16-Feb-2010, 13:00
UTC+0100
Submission deadline
23-Mar-2010, 11:59
UTC+0100
Rating deadline
30-Mar-2010, 12:59
UTC+0200
 
 
 
 
Announced
Submission Period (35 Days)
Rating Only (7 Days)

Briefing

Mom's Healthy Secrets needs your inspiration. This cereal deserves to be seen!

Background Info

Mom's Healthy Secrets is a small company with a big impact. Headed by Julie Arora, it has its own brand of cereals distributed across Canada. The company's name is anything but false advertising: the original recipes for the healthy cereals come from Julie's mother.
 
Julie Arora is the face of Mom's Healthy Secrets. Influenced and inspired by her mother, she became interested in a healthy diet and a healthy, wholesome lifestyle early in life. Before she decided to market her mother's cereal as a packaged product, she taught yoga among other things.
 
Mom's Healthy Secrets is a very successful company – not least of all due to the story behind the cereal and to Julie's personal commitment (see a video). The content of the company's homepage and the video blog are still taken care of by Julie herself. They provide not only health, fitness, and diet tips, but also product information and recipes. 
 
So far, so perfect.... except for Mom's Healthy Secrets' one drawback: the cereal box looks rather plain and fails to truly convey the company spirit. Moreover, it doesn't really stand out enough among the many cereals available in Canada (in the future also in the USA).

Task Definition

Create a new design for the Mom's Healthy Secrets product line consisting of four cereals (OmegaActive, VibraBerry, FibreFit, Slim). Julie Arora is looking for inspiration, therefore you are free to develop the graphic design as well as the box design.
 
The single most compelling reason to buy these product is for their specific functions (Fibre, Omegas, Anti-oxidants, Reduced Calories).
 
In addition to looking appetizing, healthy, and high-quality, your boxes should communicate
 
• taste (emphasise fruits)
• the organic / natural aspect
 
Furthermore, the design should generate visibility / attention (Buy me!), and communicate what Mom's Healthy Secrets stands for (see also tone).
 

Target Group

  • people aged 22 to 40
  • healthy, sustainable lifestyle
  • living consciously, watching their weight and health
  • living in the city / in the suburbs
  • relatively well-off, but not necessarily rich
  • prefer organic / natural food, but don't buy organic products exclusively
  • are willing to spend more money on a quality product, if it's worth it
The LOHAS (Lifestyles of Health and Sustainability) are an essential target group that Mom's Healthy Secrets wants to attract.
 
 

Tonality

  • healthy & active
  • cheeky
  • young & authentic
  • natural & fresh
  • close to people & personal
  • life-affirming & energetic
 
 
For orientation also have a look at how the company Lululemon presents itself and communicates to the customers - Julie likes their spirit and how they “talk“ to their customers

Mandatory Requirements

  • The various cereals are currently associated with different colours. OmegaActive = green, VibraBerry = purple, FibreFit = red. These colour combinations should be preserved on the new boxes. On the slim cereal please choose your primary colour
  • Of course, the name Mom's Healthy Secrets stays the same, but you are free to re-design its look
  • In addition to creating a new graphic design for the box, the shape of the box can be changed as well if you think it´s necessary. 

Download Material

Click on the following links and download logos, cooperate communication material or any additional information related to the contest

 
 

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