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 Hewitt