Seymourpowell rejuvenates cult classic milk drink Nurishment with modern identity and packaging refresh

Nurishment launches new, modern rebrand to appeal to contemporary audience Seymourpowell creates new bottle variants that help align trusted customer base with new-modern audience

Strategic design and innovation agency Seymourpowell can today reveal the details of its rebrand for UK based functional drinks company Nurishment, unveiling a modern and more approachable identity for one of the UK’s most popular cult drinks. The redesign will be found across its classic tin can units of the fortified milk-based drink, as well as on a new set of bottle designs which aim to target a wider consumer base who may have found the can format a barrier previously.

Seymourpowell looked to make subtle changes to the image of the product, shifting older rhetoric that focused on the nutritional benefits of the drink in favour of its taste, something wholly unique to Nurishment as a brand. It was also critical to maintain familiarity with loyal heritage customers to avoid alienating the core communities that have enjoyed the Nurishment product and made it an enduring brand for 40 years.

The Seymourpowell team began by de-cluttering the original design, reducing the lozenge angle for better legibility, enriching the blue brand colours for greater shelf blocking and simplifying copy pertaining to the drinks nutritional qualities. In addition, the integrated cream at the top of the pack and the creation of an ownable ‘drip’ within the brand lozenge, reinforces Nurishment’s unique and deliciously fresh & creamy milk taste credentials.

Dave Ralph, Senior Design Strategist at Seymourpowell, commented: “Our strategy here was to simplify and modernise the nostalgic visual elements that have made Nurishment so endeared by our hard-working communities in the UK since its inception. We have been very careful in maintaining what makes this brand special for so many, but also felt that the emphasis should be placed on the product’s true unique quality: its taste. As such, the subtle changes we have made are to reposition the brand as something everyone can enjoy, not just with those that are already familiar with it and understand that neighbourhoods thrive when they are nourished.”

As well as recrafting the identity found on the iconic tin can, Seymourpowell created a new, easy-drinking, convenience bottle design with the intention of being ownable, confident and scalable. Aligning the structure with the bold simplicity of the iconic tin can ensured the new design was recognisable to core consumers, while the softer silhouette and practical format is more approachable to newer consumers. Presenting the authentic forms of a traditional milk churn further reinforces the great taste, strong heritage and fresh milk credentials of the drink.

This new bottle format across the four flavours (Vanilla, Chocolate, Banana and Strawberry) gained listings in Tesco’s world food aisle and ASDA’s chilled world food Aisle in May 2020, NISA and Bestway in March 2020 and Dhmaecha as of January 2020.

Bola Akintewe, Beverages Brand Manager, Grace Foods UK commented: “Seymourpowell helped us define the brand’s essence and the potential path to growth in a clear and easy to apply brand strategy. The team also did a great job in translating the brand’s new direction into its new label design in-line with consumers’ feedback and in creating a unique bottle design as part of our NPD. They were true partners in seeing the changes brought to life, including working with our technical teams and supply chain to ensure feasibility of the designs & formats.”

Source: Seymourpowell

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