On an Easyjet flight with his family our Creative Director was deciding which drink to buy his kids. Not wanting to give them a sugar loaded option he chose Nurture. With his parents hat on he applauded the brand’s philosophy. However with his design hat on he realised the brand was never going to succeed with their current packaging. Two meetings (one with the owner’s children), two weeks and a lot of late nights later we launched at the ‘Lunch Show’ in London.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Based on the insight that hidden sugar in drinks is seen as the devil, we worked on a proposition around creating a ‘drink that cares’.
The symbolic depiction of a mother elephant protecting over her calf became a powerful emotive metaphor for the brand – we named her ‘Firsty’. Creating the trunk transforming into the straw added a fun feel to the pack and the overall watercolour illustrative style reinforced the natural goodness to the brand.
OPERATION / FLOW / INTERACTION:
The drinking straw is an integral part of the pouch. The image of the elephant on front of pack connects to the idea of the mother giving her baby elephant a drink - linking back to a caring consumer looking after their children too.
PROJECT DURATION AND LOCATION:
This project was completed in 2016 in London.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Pouches: 2 flavours = Orange & Pineapple, Cherry & Strawberry
SPECIFICATIONS / TECHNICAL PROPERTIES:
200ml pouches with built in drinking straws. Products meet Schools Standards Government Guidelines (England), only contain naturally occurring sugars from juice, contain no artificial sweeteners or preservatives.
Nurture, Springetts Brand Design, Firsty, drink that cares, packaging, brand, design
To create a new pouch drink for kids from the age of 1 year old. The drink has the lowest level of sugar on the market plus has added vitamins and beta-glucans to support childrens immunity.
TEAM MEMBERS (1) :
Springetts Brand Design, 2016.