Branding
Tuesday March 9, 2021 By David Quintanilla
Phenomenon Creates Breakthrough Packaging For New Supplement fatty15 | Dieline


Phenomenon, the Los Angeles-based company, has created a brand new model identification and packaging for the brand new complement, fatty15. The reusable seafoam green-tinted glass bottle with a bamboo screw high is pure perfection. Fast-witted and sustainable packaging has my identify written throughout it.


Phenomenon Creates New Model, Breakthrough Packaging for Little-Recognized Important Fatty Acid C15:0

Editorial photograph

Editorial photograph

The brand new complement, fatty15, launches via direct-to-consumer channels. Los Angeles-based Phenomenon created the model technique and positioning, identify and model identification, together with packaging, from sourcing to implementation.

All through, Phenomenon highlighted wellness attributes and the purpose-driven dedication of the model, from positioning the complement as a brand new important, to the modern packaging that champions sustainability in a class identified for throwaway plastics. The launch shall be supported by paid and earned social media and influencer campaigns.

Whereas customers are acquainted with important fatty acids omega-3 and omega-6, Phenomenon developed the weird fatty15 identify to problem the stigma of the phrases ‘fats’ and ‘fatty’ and open up conversations about C15:0, or pentadecanoic acid, a wholesome fats with anti-aging advantages. “From a naming perspective, we wished to hit it straight on, the considering was let’s not be obscure about it. Let’s name it “fatty” and add 15 for the chain it comes from,” mentioned Krish Menon, founder and CEO at Phenomenon.

“We pushed arduous for fatty15 as a result of the identify begins the dialog in regards to the significance of wholesome fats and permits us to coach customers.” Seraphina Therapeutics found C15:0 as the primary important fatty acid to be recognized in 90 years, and has spent years learning, refining and testing it. By way of peer-reviewed research, Seraphina established that C15:0 strengthens cell membranes as much as 80 p.c and boosts mitochondria perform by 45 p.c. This important micronutrient prompts receptors within the physique that regulate metabolism, immunity, temper, sleep and urge for food with advantages starting from more healthy crimson blood cells to improved sleep. Fatty15’s evolution started from a research that in contrast the variations between pods of dolphins off the coasts of San Diego and Sarasota, Fla. Veterinary epidemiologist and public well being knowledgeable Dr. Stephanie Venn-Watson, CEO and co-founder at Seraphina Therapeutics, noticed that the California dolphins have been extra inclined to aging-associated situations.

It seems that the fish the Florida dolphins ate have been larger in C15:0 and that’s the place the journey started to discover how this fatty acid may benefit people. “From customers’ misconceptions about dietary fat to our bringing a very new important fatty acid to the dietary market, Phenomenon had a layered story to inform in a class that’s full of an alphabet of dietary supplements and a number of manufacturers for every,” mentioned Venn-Watson, who runs the corporate together with her husband, Eric Venn-Watson, MD, MBA, who serves as co-founder and COO. “Packaging needed to succinctly convey our mission to advertise longevity of thoughts and physique well being and introduce fatty15 as the primary and solely complement in a completely new class.” A less-is-more mentality imbued the branding and identification program.

For instance, fatty15’s sans-serif emblem font Averta encompasses a customized “y” that’s harking back to a smile and in step with the model’s “approachable science” persona. Product descriptors are equally streamlined and client pleasant, merely stating “important to replenishing and strengthening cells” and “one vegan capsule a day.” Pared-down sustainability was the guideline throughout each step of package deal design, sourcing and implementation.

Fatty15 is packaged in a reusable, seafoam-green tinted glass bottle that enables customers to see what number of capsules are left within the jar. Bottles are topped with a bamboo screw-top lid, every uniquely grained by nature. This reusable glass bottle may save tons of plastic from reaching landfills.

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Launching as a direct-to-consumer model, Phenomenon designers created a recyclable cardboard delivery field that does double responsibility because the container for the product. As customers open their shipments, the glass bottle is uncovered, nestled in a fitted cardboard sleeve. Sometimes,complement makers ship bins inside bins, growing waste. Phenomenon additionally dramatically lowered waste by creating extremely modern product-refill pouches. Delivery quarterly, customers’ preliminary fatty15 starter pack contains the bottle and three refill pouches to replenish.

A newsprint insert explains the method together with product advantages.“We designed the fatty15 bottle to be stunning sufficient to show in your counter,” mentioned Ali Martín Filsoof, Design Director at Phenomenon. “It was essential to us and fatty15 that we supply probably the most pure packaging components out there, like algae-based inks, bamboo and glass that we sourced from around the globe to seek out probably the most sustainable packaging. That was significantly difficult as COVID-19 has affected the provision chain.” The 360-degree branding challenge included Phenomenon making a capsule-shaped logomark for fatty15 that options an elongated “C” and 15 dots.

The company additionally produced way of life imagery, merchandise and offered inventive path and property for the model’s web site.Fatty15 is at present out there direct-to-consumer solely however the complement is poised for nationwide retail distribution and for the C15:0 powder, to be mark?ed as FAT15TM, as each a complement and meals ingredient. 

Editorial photograph



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