Package Design - September 2012 - 26

A HEALTHY
DOSE OF
Nutritional-supplement labels convey product beneﬁts in style.

he Dietary Supplement Health and Education Act (DSHEA) of 1994 signi cantly expanded the de nition of substances that could be marketed as supplements. It also liberalized the ways in which supplement manufacturers could describe these products in advertising and promotion. Awareness grew, and today, the nutritional supplement category—including vitamins, minerals, herbs, meal supplements, sports nutrition products, natural food supplements and related products— has taken its place alongside pharmaceuticals and over-the-counter drugs as a powerful generator of health-conscious consumer demand. The packaging of supplements re ects their market status, and it’s usually necessary to look no further than the labels for the evidence. Their designs are on par with the very best that labeled consumer-goods packaging has to offer. Production techniques, such as booklet attachment, augment their good looks with expanded information delivery.

Split-second, quality message
Strong colors overprinting bright chrome is the signature look of labels on Cellucor products for muscle growth, weight loss and protein supplementation. Doss Cunningham, CEO, says that the idea behind the high-visibility labels on Cellucor packages is to enable shoppers “to see in a split second that they’ve found the highest quality products in the store,” regardless of price point. The design of the labels, he adds, also conveys the clean, timeless look that distinguishes Cellucor products on the shelf—a look that spurns images of over-pumped body parts and the other visual clichés of supplement packaging. A Cellucor package that’s unique in its category relies on an innovative label structure to make the
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SEPTEMBER 2012

Package Design - September 2012

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