VLCD is a Very Low Calorie Diet that is used early on in the process of tackling weight loss. These shakes produced by Tony Ferguson contain the necessary protein, fibre, vitamins and minerals needed to be replaced while on this short yet intensive low calorie diet. The brief from ishimodo was to develop a standalone brand that sat well with the Tony Ferguson weight loss product family, yet had a strong enough shelf presence to stand out in a highly competitive FMCG space.
VLCD brand identity lockup. After several rounds of development a decision was made to make the VLCD sub brand a standalone entity. The master brand is referenced only in the by line.
VLCD Chocolate Shake. Some key elements from the Tony Ferguson master brand were carried over to the design of the packaging.
The Tony Ferguson primary palette of silver and pink was used throughout the pack, along with existing graphic elements such as the pink background swirl.
VLCD Vanilla Shake. The main product claims were given prominence on the front of pack with iconography and a two level system to help lift out the most important points.
Back of pack copy such as the Ingredients and Nutritional information shared the same design and layout of existing Tony Ferguson packaging.
VLCD Coffee Shake. The colour of the hero image on each pack was carefully retouched to correctly reflect the product variant.
Side of packs were utilised for a supporting product statement and to reinforce the VLCD brand.
The VLCD packaging on shelf with other members of the Tony Ferguson weight loss product family.
© SF Design Studio, Stephen Franklin. Craft success. All Rights Reserved. sfdesign.studio

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