BXP - May 2018 - 21

21

This image shows
one of The design
concepTs presenTed
by hughes br and
mix ThaT megafood
did noT choose.

shelf. We knew that we wanted a colorful bright label to catch

MegaFood logotype and other essential product information.

the consumer's eye and convey all the real, fresh foods in the

the name of the vitamin appears larger than both the flavor

product. Consumer feedback helped us narrow down the label

and the delivery method because customer feedback during

design to what you now see-consumers shared that they still

the gummy Bare all project revealed that to be the most

felt connected to the MegaFood brand (despite the creative

important factor to consumers.

departure from the traditional yellow label) and were compelled
to purchase the product based on the design.".

hughes Design introduced a shrink wrap to expand the real
estate on the label and emphasize MegaFood's commitment

Delivering all the Feels

to farm-fresh, organic ingredients. Because the core ingredient

the bottom of the jar is also transparent, to make it clear that

of each supplement originates from a specific farm, each jar

the content is gummy bears and not tablets. Most of the jar,

displays that farm's logotype prominently on the front label.

however, is covered with colorful illustrations of the plant ingre-

the back label features a description of that farm and a picture

dient (ginger, citrus, mixed fruits and cranberries). these vivid

of a farmer.

images are designed to evoke feelings of farming and nature
and were created based on concepts introduced during a

the partnership with the farms also is highlighted on

Phase 1 presentation with MegaFood. hughes Brand Mix inten-

MegaFood's website, social media channels and marketing

tionally wanted to avoid photography, because it can appear

material. For example, James lake Farms, which makes the

more mainstream and modern than the rustic feel MegaFood

cranberries in the B12 vitamins, appears in a Youtube video on

was looking for.

MegaFood's website. the two companies also have supported
the three lakes Community Foundation, a philanthropic

"the illustrator calls herself impressionistic," says Jamie teska,

organization.

design director at hughes Brand Mix. "she is an oil painter. she
actually bought the ingredients, put up a still life, painted it and

"as organic farmers, we believe in protecting the natural

mailed us the canvas. We imported it into the computer and took

integrity of the food we grow and the land on which we grow

it from there. it's almost like Monet did it, artful and gestural. "

it," says John stauner, owner of James lake Farms. "MegaFood
believes as strongly as we do in these values. We provide

"even though [the illustrations] are impressionistic, they are

a quality ingredient for a great line of MegaFood products

not necessarily moody," says greg Martin, creative director at

that can make a difference in someone's life. By working with

hughes Brand Mix. "We wanted vibrant colors because this is

MegaFood we connect with that person and promote the

a healthy product. Brighter colors can evoke that wellness and

health aspects of cranberries."

healthy feeling. they gravitated towards a balance between
showing the actual ingredients and giving it some liveliness as

For more information, visit

well as taste appeal and flavor."

MegaFood, www.megafood.com
hughes Brand Mix, www.hughesbrandmix.com

On top of the illustrations is a white label featuring the

James lake Farms, www.facebook.com/jameslakefarms 

BXPMagAzine.com


http://www.megafood.com http://www.hughesbrandmix.com http://www.facebook.com/jameslakefarms http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - May 2018

BXP - May 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer: A New Silk Road
Breaking the Tablet Mold
Beaut Y Is Brand Deep
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: Brazil
BXP - May 2018 - Intro
BXP - May 2018 - BXP - May 2018
BXP - May 2018 - Cover2
BXP - May 2018 - 1
BXP - May 2018 - Contents
BXP - May 2018 - 3
BXP - May 2018 - 4
BXP - May 2018 - 5
BXP - May 2018 - Editor’s Letter
BXP - May 2018 - 7
BXP - May 2018 - The Scene
BXP - May 2018 - 9
BXP - May 2018 - 10
BXP - May 2018 - 11
BXP - May 2018 - Chief Experience Officer: A New Silk Road
BXP - May 2018 - 13
BXP - May 2018 - 14
BXP - May 2018 - 15
BXP - May 2018 - 16
BXP - May 2018 - 17
BXP - May 2018 - Breaking the Tablet Mold
BXP - May 2018 - 19
BXP - May 2018 - 20
BXP - May 2018 - 21
BXP - May 2018 - Beaut Y Is Brand Deep
BXP - May 2018 - 23
BXP - May 2018 - 24
BXP - May 2018 - 25
BXP - May 2018 - 26
BXP - May 2018 - 27
BXP - May 2018 - 28
BXP - May 2018 - 29
BXP - May 2018 - 30
BXP - May 2018 - 31
BXP - May 2018 - 32
BXP - May 2018 - 33
BXP - May 2018 - The Debate
BXP - May 2018 - 35
BXP - May 2018 - 36
BXP - May 2018 - 37
BXP - May 2018 - 38
BXP - May 2018 - 39
BXP - May 2018 - 40
BXP - May 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - May 2018 - 42
BXP - May 2018 - Ad Index
BXP - May 2018 - The List: Brazil
BXP - May 2018 - Cover3
BXP - May 2018 - Cover4
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