Energising the brand proposition and enhanced offering
Complan, the milk based health drink by Heinz is known for its growth proposition for children. Complan planned to launch an upgraded product with ‘34 vital nutrients’ and ‘100% milk protein’. While reiterating the promise of “growth”, Heinz wanted to communicate the enhanced nutrition value and delight of the flavours as well as create excitement on the shelf.
To give the brand a more contemporary and upgraded feel while retaining its iconic status. Heinz wanted to use the packaging design to champion enhanced nutritional values in honest, simple and engaging communication
The “growth” story in the packaging design was emphasized through silhouettes of The Complan boy & The Complan girl transforming into confident youth as they grow. Three distinct reasons to believe the growth proposition were illustrated through a mnemonic of arrows. The identity of Complan was refreshed it now has a cleaner font, distinct red outline and 3D white letterforms. To reinforce flavour & taste appeal for the children and emphasize the new superior quality for the mother, Elephant created dynamic product shots for each of the flavour. Apart from the main flavours, Elephant also worked on Kesar Badam & Pista Badam where a more premium & Indian look was created through a burst of rich ingredients, motifs, finishes and accents of gold.
The new Complan packs resulted in a brighter and energetic range that highlighted the new promise to bring in higher regard for the brand in the consumers’ mind.
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