It represents a significant break into the US market for the agency, celebrating their 5th year next month.
The 65% of consumers who are trying to eat more healthily are no longer focused solely on reducing food intake or on moderating their consumption of perceived ‘dietary evils’ such as fats, sugars and salts. Instead, new research from Datamonitor shows a trend towards ‘positive nutrition’ is emerging, with shoppers actively seeking nutrient-rich, fresh, organic and functional food and drinks.
“We are encouraging people to think before they choose their food path –because the cycle of great health starts with positive energetic vibes towards what you eat.” said Jason Dekker, Co- founder at TruVibe Organics.
“Nothing tastes as good as feeling good feels. An ounce of what your body really wants is worth more than 100 pounds of what you don’t want both in food and in life!” Dekker goes on to say.
The key challenge to success was finding a visual and verbal language that captured the TruVibe essence in a bold and joyful way to cut across the plethora of worthy and functionally focused competitors.
The aim was to create some genuine human connection and interaction on pack, designed to speak to the spirit of “If you can imagine it, you can achieve it; if you can dream of it, you can become it.”
The first products to launch are a range of 16oz pouches bearing messages such as ‘Art is Life’, ‘Do it Now’, ‘Spread Kindness’ and ‘Live your Dreams’, that playfully bring to life this concept and maximize shelf impact. “The words act like windows into a ‘better world of you’ with big, inspiring vistas full of light and colour”. Said Alex Durbridge, Creative Director at Family (and friends).
Further products will launch during the course of the year. The company’s brand mark and off pack graphics were also developed by F&f.