Agency → Design Bridge and Partners
My role → Lead Senior Designer (Back to back)
Challenge → Redesign the package while bringing back MSF's heritage from the 70's. We then designed a new brand world from the approved pack.
Concept → Goodness since 1974
Result → Research showed MSF brand perception and taste appeal increased while stealing share from one of its main competitors. Pack redesign increased the "made from plants" perception while steering away from a clinic visual, driving brand awareness into the intended realm.
