Plasmon NutriPRO
Entering a new channel, pioneering a new category
Our brand design team supported Plasmon in achieving a key goal: entering the pharmacy and para-pharmacy channels, with a range of products crafted to meet the nutritional and health needs of parents, infants, children, following the most recent trends in baby food nutrition and supplements. With Kraft Heinz, the leading company behind the Plasmon brand, we have defined and taken the following steps:
- Strategically developed an entirely new range within Plasmon’s portfolio;
- Built relevance and credibility in the expanding pharmaceutical and para-pharmaceutical sectors, leveraging Plasmon’s heritage and trust while reinforcing its reputation for reliability and trustworthiness.
- Seamlessly integrated the association with health-focused yet functional supplementary nutrition into the brand’s perception.
NPD Strategy and Positioning
Recognizing Plasmon’s heritage and evolutionary journey, the initial phase involved a comprehensive analysis of emerging category trends, consumer perceptions, and purchase criteria. This process identified new design and narrative drivers for the brand’s product range.
The new range, consisting of 6 brand-new products, has seamlessly integrated into the “Nutrition Matters” platform, exemplified by Nutrimune, aligning with Plasmon’s vision to blend functionality and specificity with values of quality, safety, and nurturing care.
The new NutriPRO packaging system
Design Group Italia’s brand designers crafted a packaging identity that resonates with the category’s codes while remaining faithful to the essence of the brand, effectively creating a stylistic bridge between these two distinct scopes.
Rationality and functionality are the drivers that have guided the project, leading to the simplification of Plasmon’s design equities to accommodate an informational area stemming from the mother brand, which includes:
- the new sub-range descriptor NutriPRO
- the central key icon depicting each product’s end-benefit, with a dedicated color code
- all medical information and reasons-to-believe.
About the project
Client
Kraft Heinz
Year
2024