Taste versus health benefits. That’s the delicate balance that international brand consultancy, Dragon Rouge, perfected in its branding and package design for Vega, a 100% plant-based meal replacement product aimed at a broad cross-section of healthy, active consumers who want to eat ‘clean.’
Vega is a first-of-its kind natural, plant-based product that is free of gluten, dairy and soy with no artificial ingredients or added sugar and formulated by vegan Ironman triathlete Brendan Brazier. The parent company, Vega (formerly called Sequel Naturals), is a leader in the plant-based, natural health and performance products industry. The product’s original target was a highly specialized consumer, including endurance athletes, vegans, and ‘Crazy, Sexy Diet’ raw foodies looking to enhance vitality and personal performance in a convenient, tasty package.
New Vega design by Dragon Rouge
Through their research, the brand team at Dragon Rouge recognized that there is a broader audience seeking those qualities in their foods and interested in using meal replacements for convenience and nutrition: health-conscious consumers who pay attention to nutrition and who value its integrity. As part of the brand strategy work, Dragon Rouge built the product architecture, associated naming and key messaging. The work simplifies the product range based on health goals with two clear segments for wellness and performance and tells a story about why consumers need to use this product, encouraging trial.
To optimally express ‘Clean Nutrition’, Dragon Rouge created an identity and packaging system with a clean, fresh, high quality feel that strikes the right balance between health and taste. Dragon Rouge understood that if a healthy product appears to be too tasty, consumers may doubt its health benefits. Conversely, if it seems too ‘healthy’ consumers assume it tastes lousy. The design has built impact and consistency with the logo and band treatment to help consumers easily identify and link Vega products, irrespective of placement in the store. It has also built flexibility within the design system without being too monolithic to effectively speak to meal replacement, snack or supplement categories. The design system defined a clear role for color through a vibrant palette and use of band treatment to add a touch of warmth and flavor appeal. The final pack design also elevated the role of imagery to convey natural, honest source and taste appeal. The result is distinctive and impactful on shelf.
Sequel Naturals decided to change the entire company’s name to Vega in February 2012. Using the new Vega identity created by Dragon Rouge, the new company name supports clearer linkage to its products to enhance brand consistency and clearer, simpler communication with its consumers.
In 2012, new Vega products will be rolling out with Dragon Rouge’s new re-branded identity and packaging and the company’s new name. Vega One, Vega’s best selling line, is the first to hit the shelf in North America and is available in Berry, Vanilla Chai, Natural and Chocolate flavors and will be sold at major health and wellness stores, including Whole Foods and Vitamin Shoppe across North America for an SRP of $69.99 per 30 oz tub.