Emergen-C Crystals

The Challenge

Extend a well known immunity brand into a new-to-category form without confusing consumers or losing sales from the core.

The Strategy

Bring the Crystals format to life through dynamic, flowing visuals and an on-the-go experience that sets it apart from the core powder line. The expression of immunity feels fun, vibrant, and delightful, leveraging familiar Emergen-C brand equities while establishing a unique and differentiated presence within the product portfolio.

The Impact

A highly incremental platform that repositions the brand as relevant for a younger audience to expand reach.

My Role- Design Strategy, Distinctive Asset Creation, Packaging Development including Structure, Design Testing, Shelf Audit, Agency Direction, Stakeholder Presentations, Claims Hierarchy Development, Brandworld Development, Artwork Guidance, Production Review, Budget Management.

Output- Packaging, Brandworld, Reusable Templates, E-Commerce assets, Brand Website, Design Guidelines, Launch Toolkit, Launch Advertising.