Product packaging was required to support scalable growth toward anticipated ancillary products, such as beverages and topical creams.
Sierra Mountain Minerals was an early-stage Canadian health products company ready to expand into the US direct-to-consumer channel when Tugboat was approached to oversee the development of their US brand. At the time, the company intended on marketing three to four SKUs of their SierraSil-containing nutritional supplements via paid media and direct response throughout the US.
The existing Canadian identity and brand message were refined for US consumers. The nutraceutical market is highly competitive and new messaging needed to be compelling enough to differentiate the product while supporting its premium pricing. Focus group testing in two key US west coast markets (San Diego and Seattle), pointed the way for the product’s timely efficacy to be selected as the anchor for the messaging: “health you can feel in fourteen days or less.”
The new identity and eventual packaging design reinforced this results-oriented positioning as well as SierraSil’s other key product benefits: mobility, vitality and freedom. Green was selected as the best colour to reinforce the vitality message. The stylized “S” evolved as a human form in motion, becoming the company’s icon.
Product packaging was required to support scalable growth toward anticipated ancillary products, such as beverages and topical creams. A uniquely-designed label treatment emerged as the winning strategy for the US launch, with the brand extension mapped visually through to alternate containers to make way for future products.