Package Design - April 2012 - 25

By Ben P. Rosenfield

an athlete. I’m active and I’m working out, but it’s just for athletes.’” Other customers described honey as a thick, syrupy ingredient and wondered whether they’d want to drink something like that after exercising or competing. And milk came with its own baggage, as Jones puts it, because consumers who enjoyed milk as kids no longer drank it as adults and wouldn’t even think about drinking it after a workout.

Core Power
Fair Oaks Farms Brands had already tested a variety of names extensively and selected Core Power to replace Athletes HoneyMilk by the time Jones began collaborating with Kaleidoscope (Chicago, IL), the agency that worked with Fair Oaks Farms Brands on the package redesign. “Core Power was relevant to a broader audience of people, so we were shifting the position from elite athletes to people who work out, care for

their body, want to be healthy and understand that having protein is a part of their workout,” Jones says. “Your audience goes from 2% or 3% of the population up to 30% of the population, so you have to give them a name that’s relevant to them as opposed to being relevant just to the product. Core Power is somewhere between a functional and emotional-benefit-oriented name.” Fair Oaks Farms Brands had three consumercentered objectives for Kaleidoscope to meet when reworking Core Power’s package design: tell them the name really clearly, tell them the level of protein in it and communicate great taste. As the before-and-after on page 26 demonstrates, removing the graphical depiction of athletes eliminates the confusion about the intended market; placing a large product name on the front of the shrink-sleeve label yields a prominent identifier on shelf; adding a strong visual cue about protein content helps inform consumers about the purpose
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Package Design - April 2012

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