The brief: This project required to consider the constrains facing the target consumer of a new health food supplement powder for the elderly. Any materials or format can be used for the packaging but the structural format, graphics and execution of the on-pack communica- tion should be mindful of the needs of the specific market.
The target market: This product is aimed at persons aged from 65 years and older living with diabetes or following a sugar free nutritional diet. This product is designed to help improving convenience for the elderly without any struggles.
The design of this packaging is focusing on the idea of an all-in-one product that is easy and convenient to use without any struggles. All the parts of the product (container, lid, scoop and cup) can be taken apart and use individually. The container is smaller than the regular food supplement powders on the market. A smaller container makes it easier for elder people to control and use. The lid is designed to open and close with minimal effort which makes it easier for those with weaker grip. This product is easily identified on shelves because of its all-in-one design.
The name ProBetic tells the consumer that the product contains protein (Pro) and that it is suitable for diabetics (Betic). The “o” in the logo is the blue circle that symbolizes diabetes internationally. The color palette is based on the blue diabetic circle which helps to communi- cate this message visually to the consumer. The pattern is made out of circles which connects back to the diabetes symbol and the smaller circles refers to the powder in the container.
The text on the label are slightly bigger than usual which improves readability. The label is text light with only the important information (instructions, product info, ingredients and nutritional info) of the product on it.