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Case Study: Naturopathica Leverages Brand Heritage in New Label and Packaging Redesign

By: John Giesfeldt
Posted: July 12, 2011, from the July 2011 issue of GCI Magazine.

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“The extended-text label gave us a lot of variety because it really opened up the design palette with the additional space,” Hesselink said. “It allowed us to keep the design standards intact for the prime label but provided ample room for the ECOCERT copy requirements. We were able to deliver on all the messaging needs without compromising the design.”

“Not only did we produce visually stimulating extended-text labels with shelf appeal that supports the holistic health brand strategy, we also consistently matched the custom blue hues for the prime labels with digital printing,” said Paulette Gramse, MultiVision product development manager. “The folding cartons were printed lithographically on materials made from 100 percent recycled fibers with a minimum of 35% post-consumer waste.”

Initial line trials for the new extended-text labels were challenging. The tubes were ECOCERT-certified for direct product contact. Unfortunately, the colorant and post-consumer material in the tubes reacted differently with the adhesive. The label size was modified to eliminate pressure points to aid lay-down with the rigid tube.

“We worked very closely with the label decorator and the fillers to find a successful solution for everyone,” Gramse said. “There was no pressure-sensitive standard for this type of tube, so there was a lot of testing involved in establishing a new benchmark.”

“The extended-text labels are pretty amazing,” said Kimberly Covert, purchasing and fulfillment manager, Naturopathica. “The tubes stand out on their own, but are unmistakably part of the whole product line. The signature blue tube color remains prominent. We just can’t imagine going any other way.”