VLCD Packaging Design and Brand Identity

Creative direction and brand development of Tony Ferguson’s VLCD meal replacement shake range for the Ishimodo Brand and Design Agency.

Client: Tony Ferguson
Categories: Creative Direction, Branding, Packaging
VLCD is a Very Low Calorie Diet that is used early 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 for this new Tony Ferguson range. Stephen had worked on previous iterations of the VLCD brand and was able to refine the logo down to a simple uppercase design with subtle modelling and shading on the type. The minimalistic pack designs featured strong cues from the Tony Ferguson branding, such as the primary pink swirl and metallic grey stripes on top and bottom. The outcome was a range of branded packaging that sat well within the Tony Ferguson weight loss product family yet had a strong enough shelf presence to stand out in this highly competitive FMCG space.

Design Direction: Ishimodo Brand and Design Agency
Creative Direction: Stephen Franklin
Printing: AMR Hewitts PrintPackaging
VLCD Chocolate Shake product render.
The key elements from the Tony Ferguson master brand were carried over to the design of the packaging. 
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 Vanilla Shake product render front of pack.
VLCD Vanilla Shake product render front of pack.
VLCD Vanilla Shake product render back of pack.
VLCD Vanilla Shake product render back of pack.
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 product render front of pack.
VLCD Coffee Shake product render front of pack.
VLCD Coffee Shake product render back of pack.
VLCD Coffee Shake product render back of pack.
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.
In-store end-shelf Tony Ferguson product display.
The VLCD packaging on shelf with other members of the Tony Ferguson weight loss product family.

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