The consultancy won a three-way pitch in April 2011 and was asked to redesign the look of Maxitone’s full product range for women, which comprises Definity, Sculptress, and Finesse.
Definity will be the first to roll out in April before Sculptress and Finesse – all of which are tied together by what Bloom planning director Ed Hayes calls a ‘visual mnemonic’ which features as a red flourish on the pack.
Hayes says the new design is ‘feminine but not girly and effective but not medicinal.’
Bloom was faced with the challenge of ‘compensating for the audience’s preconceptions that these kind of products are traditionally for body building mass, not for toning, weight-loss or general well being.’
The top of the pack features a band of women performing a range of activities to appeal to the ‘every-woman in a clear unintimidating way,’ says Hayes. This is a departure from a singular female figure on the incumbent design.
An off-white bottom half backdrops a flavour tab, and a series of benefits and claims.