Case Study

Kido® Chestnut Ridge Beverage®

Brief

Develop a contemporary and playful brand that appeals to mothers and children alike. Clearly differentiate between flavors. Communicate health benefits to a growing health conscious consumer base. Design must apply to 6 & 20-pack shrinks and bottle label.

Strategy

  • Developed flavor names and animal icons that were playful in nature
  • Established unique flavor identities by use of color coding and animal & fruit elements
  • Communicated health attributes by directly linking claims and fruit icon with logo
  • Proactively created graphics that were easily translatable from 6 & 20-pack shrinks to label

Result: Outsold HUGS 6-to-1 in the first year, with no promotional support. Same size, flavors and price point as HUGS. Became a $20 million brand in the first year.