Peptide® Pediasure®
Brief
Develop sub-brand for formulation within Pediasure's family of products. Product targets children (ages 1-13) who have medical challenges breaking down whole proteins. Reinforce a nutraceutical tone, without being overly medicinal. Carry over substantial Pediasure equity to maintain the brand.
Strategy
- Developed peptide logo with font styles that are child-friendly
- Recommended 60/40 split between overbrand and sub-brand
- Introduced new sub-brand color within logo and top banner (orange) that was distinctive and complimentary to Pediasure
- Carried over font styles, layout and hierarchy to reinforce the parent brand
- Introduced splash element to convey form & flavor, while further differentiating from Pediasure