1HQ designs identity of new food supplement range
Global design agency, 1HQ, worked with Singapore-based a fresh and packaged fruit delivery company, Dole Sunshine Company, to create the visual identity of ‘The Secret Nature of Fruit’ (TSNoF) supplement brand.
The brand is targeted at proactive health seekers, a collective of Gen Z and Millennial urban dwellers, often with high or disposable income, who prioritise health more than other generations. ‘The Secret Nature of Fruit’ also aims to manifest Dole’s transformation to a nutrition and wellness company.
1HQ's design of the brand was inspired by a survey it conducted, which revealed that packaging design, and the way brands promote and communicate their health benefits, is a key indicator for consumers when purchasing a product. This is especially true in a competitive and saturated market such as the wellness one. 65% of survey participants said that it was fundamental for brands to highlight the health benefits of their products
“The new brand was required to engage with current proactive health seekers, encompassing the target audience’s readiness to try novel products that align to their key values and needs. Transparent communication, clean label attributes, heritage, provenance and sustainability are some of those decisive principles,” says Karen Cole, managing creative director at 1HQ.
To build on this idea of transparency, 1HQ designed a packaging based on the idea of discovering what lies within the fruit. This is achieved through macro-photography of the fruit, placed around the central wordkmark to hero the qualities of the fruit, and a colour palette that recalls the rich colours of the fruits.