Creating a wholesome packaging design for Essens Wellness – Actifiber

The Background

Rapid urbanization and rise in disposable income along with growing awareness regarding health issues are the factors expected to propel the market growth over the forecast period. Favourable outlook toward medical nutrition on account of the rising prevalence of cardiovascular diseases and the number of weight management programs is expected to propel the demand for dietary supplements in the forthcoming years. The Asia Pacific was the second-largest market, accounting for 29.4% of the total revenue share in 2019 for dietary supplements.
For the most part, Indians have inclined towards consuming their quintessential hot, cooked home-cooked meal. However, the influence of ‘western’ lifestyles and eating trends has played an effective role in an imbalance in diet and lessening the amount of fiber intake in daily diet. Yet, lifestyles are changing in tandem with increasing spending power, greater time-poverty, higher need for convenience and health consciousness. These factors have encouraged Indians, especially in urban areas, to opt for health supplements.
Fibers are indigestible substances and help lower cholesterol levels, reduce weight, and stabilize blood sugar, cholesterol, and glucose levels. All these factors are expected to surge the demand for fiber products over the forecast period.

Essens Wellness Technologies Private Limited, founded in 2018 by IIT Kanpur alumni, is a new age enterprise focused on wellness.
They strive to build products and services that their customers would value as the essence of their wellness; by bringing the best of nature, science and technology to help improve the wellness of everyone, everywhere.
Acknowledging the need gap for fiber supplements in the Indian market, Essens Wellness introduced Actifiber. This is for the first time in India that they have brought, in a tabletop application, NUTRIOSE® soluble fibre which is globally best-in-class, 100% wheat dextrin powder. This product is 100% plant-based, made in France and has been clinically proven to provide health benefits. It can be mixed easily with water, protein shakes, various drinks, salads and a variety of other food and beverages It does not alter the taste, texture, odour & colour of your food since it is Tasteless, Odourless and Colourless.

The Strategy

The primary task for TCT Strategic Branding was to crack the visual identity for Actifiber. TCT started with understanding the TG, their needs and aspirations then matching them with the product attributes.
It all boiled down to creating a visual identity that’ll essentially bring out the healthy yet easy-to-use factor as well as product benefits.

The fast-paced lifestyle that people live today limits the ways to take care of health issues that they suffer from. May it be diabetes or obesity; people need that extra assistance to maintain a normal lifestyle. People from all sorts of lifestyles aspire to lead a healthy life. Actifiber is 100% Plant-Based, 100% Soluble. ActiFiber helps you take charge of your health every day with ease.
Hence, for the brand identity, TCT Strategic Branding built on the concept of – Taking Charge of Health. For Actifiber identity, TCT created a logo unit with variant name band and a human element.
The logo shows the silhouette of a running man & woman to emphasize on being active as an aspirational value. The subtly dynamic Typography and curves with the use of green help establish the concept of taking charge of health with natural source.
The roundness of the logo brings out the wholesomeness of the products.

For the packaging, TCT Strategic Branding decided to keep it fresh looking, as the objective was to make it less like health supplement and more like everyday food. TCT also focused on queuing in the nature aspect with the premium feel.
To hero the wheat, as it is 100% wheat dextrin powder, TCT Strategic Branding decided to portray the source aspect strongly with abundance, on the front of the pack. The golden yellow colour gradient with the wheat field is chosen for the background to represent the natural rich goodness.
The bottom band colour of the design is variable according to the product variant.
e.g. Blue is chosen for diabetes as the blue ribbon is used for diabetes awareness and so on.
As Actifiber is a health supplement, the product attributes graphic units are designed and incorporated on the front of the pack with a ‘Clinically Proven’ seal to solidify product claims.

The design then was adapted to various size keeping units seamlessly without compromising on the premium look.
The final results came out as rich n’ fresh as expected and it also delivered on the highlighting the product attributes along with the natural source of the ingredient.

Client Essens WellnessServicesPackaging Design, Art DirectionYear2020