Searl Pharma commissioned me to create a new packaging design concept to help sell their already existing European brand of baby milk in the UK.
Searl Pharma commissioned me to create a new packaging design concept to help sell their already existing European brand of milk (‘Nurture Intelligence’) here in the UK.
The problem for them was that the UK has more stringent regulations on what you can imply through your branding. The name Nurture Intelligence was considered to imply that product has a health benefit – which you aren’t allowed to imply, unless you can actually prove that claim.
In a previous attempt to retain a connection to their already established brand Nurture intelligence the client had focused on using just the abbreviated initials ‘NI’, in the hope that people would recognise it as Nurture Intelligence.
However – the ‘NI’ initials only meant something to the client, and didn’t communicate anything to a UK consumer, who has never heard of Nurture intelligence. Not only did it not provide an emotive bond between the consumer and the product (which is essential) – it sounded very much like a chemical compound of the periodic table – Ni (otherwise known as Nickel). Nickel is a massively carcinogenic chemical that should never be consumed by a baby!
Between the stringent regulations around the product, and the client’s insistence that we include the initials ‘NI’ to make a nod to their existing products – the brief did not allow much hope for the product – so I re-wrote the clients brief.
I fought tooth and nail to convince the client that we needed to brand this uniquely for the UK market. It’s better to have 2 successful product lines with no connection, than one that suffers because it’s trying to reinforce the others identity in a way that isn’t effective.
I finally convinced them to use a new name for this brand – in order to create a product that would be a success here in the UK. Some strong names were put forward, and put into focus groups for testing.
The name ‘Nuturmil’ is a combination of ‘Nuture’ and ‘Milk’. The end result is a much stronger brand for the UK market than what the client arrived with.
By renaming the product my team and I were also able to find the gem of an idea for the logo design concept within the new name.