Children’s Gummies

Possibly one of my favourite projects to date. I was asked to redesign Wild Nutrition’s Children’s Vitamin D gummies packaging as well as extending for 2 new SKUs. The challenge was creating a design system expressive enough for children, while remaining premium for the parent buying it.

The new product launch and campaign delivered conversion rates of 11-20% against a ~10% benchmark, with the launch email driving £1.1k revenue and 60+ subscriptions in its first week.

Label

Wild Nutrition’s core packaging is very minimalist and linear. By adding a white box behind the main text, the key product information is highlighted as well as bringing some brand consistency to the packaging.
Print

Through a repeat print, we were able to keep the 3 products cohesive. While the fruits and flavours of each were different, there were some occasional crossovers, in which case, the same illustration was used to keep continuity.
Colours

A complete contrast to the rest of Wild Nutritions core packaging, I was given full creative freedom. Each duo nods to the flavour and fruit in the gummies while simultaneously complementing the other flavours.

A bigger over view of the packaging design idea generation.

In-store at Harrods, next to the adult gummies and core packaging range.

The campaign

Go into most supermarkets or health stores and you will see the vibrant chaos that is the children’s vitamin and supplement isle. Claiming to be natural and full of fruit, yet pictured as candy. Wild Nutrition wanted to do something a bit different.

Wild Nutritions whole ethos is based around Food-Grown® ingredients. The children’s gummies are no different, containing 96% real fruit, they are free of refined sugars, colourants and preservatives. This is a big USP and something we wanted to capture in the creative direction for the campaign.

“96% real fruit goodness for real taste and real mind-and-body support.”

Real Fruit

It was really important to us that we included REAL whole fruit in the campaign imagery.
Hand-drawn icons

Hand-drawn text and icons added a playful ‘child'-like’ quality. The usual straight lines and arrows were swapped for hand-drawn ones. They were animated wherever possible.
Texture

While the colours are bright and playful, we brought the natural element back in with linen backdrops. Complementing the real fruit and soften the overall image.

Children’s Gummies

Label

Print

Colours

The campaign

“96% real fruit goodness for real taste and real mind-and-body support.”

Real Fruit

Hand-drawn icons

Texture