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Food-centric design rebrands Fiber Choice supplements

Package graphics communicate to consumers that the product is made from 100% natural fiber found in fruits and vegetables.

Package graphics communicate to consumers that the product is made from 100% natural fiber found in fruits and vegetables.
Package graphics communicate to consumers that the product is made from 100% natural fiber found in fruits and vegetables.

As “the largest independent provider of over-the-counter products in North America,” Tarrytown, NY-based Prestige Brands sought to change the look of its Fiber Choice supplement brand packaging.

“Fiber Choice was originally launched in April 2000,” notes Jacob Martin, Brand Manager/Digestive Health, Prestige Brands. “The reason for the new branding was to rearticulate the consumer proposition in an easy-to-understand way that emphasized the key point of difference for Fiber Choice of 100% natural fiber found in fruits and veggies. The redesign did not involve structure.”

Newly redesigned Fiber Choice is now popping up on store shelves, with a fresh fruit and vegetable visual story and simplified, strengthened brand architecture. Prestige Brands tapped brand design partner Little Big Brands (LBB) for the strategy work and package design.

“Fiber Choice has a significant ingredient advantage over competitors in the marketplace. It is made from 100% natural fiber found in fruits and vegetables, which is highly meaningful to consumers. But the brand clearly needed packaging that communicated that truth,” says Erin Kanter, LBB’s Strategy Director.

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