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ReThink received feedback from investors and consultants that the existing product packaging design was too busy and should be simplified. At the same time, the founder reformulated the product to appeal to a more targeted audience.
Rather than a general “health and wellness” demographic, the new formula was positioned to appeal explicitly to those with two specific health needs: diabetes and dairy intolerance. Aid&Abet conducted workshops with the founder and compiled existing survey data to help ReThink better prioritize their marketing message for these groups. Then we proposed two new design directions that better expressed the product’s value proposition while communicating it’s superior taste and texture when compared to other healthy ice cream brands.
In initial conversations, it became clear that the existing logo design had little equity and was difficult to read. Customers, partners, and the media often spelled the brand name incorrectly or failed to capitalize the second half of the letters. Aid&Abet proposed a fluid new script-based logo design that removed the confusing colon and variable capitalization.
Based on customer feedback, Aid&Abet prioritized the low sugar, A2/A2 dairy, and no sugar alcohol messages throughout the package design. We also enlarged the busy ingredient pattern to simplify the overall design aesthetic. Additionally, we included a flood of color and bold flavor name and opted to move the flavor description from the front panel to further modernize the design. Finally, we suggested a well-styled product photograph to communicate the taste and quality of the product.