A Vital new look

The results of an extensive consumer survey have motivated Vital Health Foods to revitalise the packaging of its flagship products. The result is a refreshed, updated Vital logo and new packaging that is consistent across all the products, but identifies with the old packaging to avoid consumer confusion.

This is only the third packaging change since Vital Health Foods first launched onto the South African market in 1947, making it important to retain continuity and preserve the company's 58-year old heritage within the new designs.

According to Patrick Moore of Peace of Mind Advertising Consultants, it was a case of 'similarity', to create the continuity,' but adding more verve, information and modernising the look and feel to make it consistent with consumer requirements.

"Prior to commissioning the pack design changes, research was conducted across a large spectrum of Vital's market. The feedback received from consumers was a request for easier product identification, consistency across the products and retention of the favoured red Vital logo. All of the points raised by consumers have been included in the new packaging design."

According to Ruth Robertson, Marketing Services Manager for Vital Health, the brief was to keep the red on white look that has become synonymous with Vital: "We felt it was important to enable consumers to identify with the old packs so kept a similar look and feel while introducing an updated red Vital Logo in new, attractive pack designs. We have also kept the 'family logo' to endorse the credibility of the company."

Robertson says that not only does the new packaging cater for the consumer's demand for updated, detailed and accurate information but the illustrations allow quick product identification

The new packaging, designed by Nicky Heyburgh of NB Designs, is being phased into the market and should all be on shelf by November this year.