Packaging Design with the Consumer in Mind

How do you build a great brand? My philosophy is to think like a consumer. That means making tough design decisions that push on what’s really important, honing and simplifying an idea down to its core tenets. What makes a great brand are people who challenge themselves to blend passion and purpose, because the products we truly love are usually crafted by enthusiasts for enthusiasts like themselves.

In-Market Designs Viewable at FDM and Natural Channel Retailers Below

Spotlight: Natrol® Quick Balance Mints™

Our internal Creative team was asked the question “How do we premiumize our recently introduced brand architecture with a fresh approach that was fun?”

What came next was pushing the limits of the original “ombre” color system that had recently been established with the development of a new colorway structure rooted in experiential flavor cues.

Quick Balance Mints™ launched in early 2024 in a metal tin, a novel container for Natrol®. The unique shape and experience of the product allowed for the freedom to increase the Natrol logo in size and rotate it counterclockwise, pulling together a modern yet retro feel to the platform.

Creative Direction & Design: Ara Soghomonian

3D Rendering: Internal Design Team

Spotlight: Jarro-Dophilus® Probiotics

In 2021, Jarrow Formulas, a dietary supplement pioneer, embarked on its first external restage by an agency since the inception of the company in 1977, a massively complex initiative.

While the basic structure for the Jarrow Formulas brand was provided by our design agency, sub-brands like the Jarro-Dophilus® probiotic platform (34 SKUs) required tailor-made modifications built our in-house design team to separate it better from the new core brand architecture. The probiotic shopper is a specific type of consumer who is accustomed to considering details like CFU counts and shelf-stability in their purchase.

The final result expanded high-level design elements that helped shopability while still maintaining a direct connection to the brand’s new, overall architecture.

Creative Direction: Ara Soghomonian

Leveraging Established Brand Equity

Not every design starts with a blank page.

For Natrol’s Magnesium Gummies (launched 2024), we leveraged established brand equity with the lovable “Mel the Monster,” an animated character who Natrol’s customer base was already familiar with.

To capitalize on the rise of magnesium products trending nationwide, we expanded the brand architecture in a new and flexible way, pulling in calming waves of blue around a zenned-out Mel. The design cues of this newly created branch of Natrol’s Kids platform will serve as a cornerstone for future line extensions.

Creative Direction: Ara Soghomonian