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Christian
Kang
Mega by MegaFood
Synopsis
Responsibilities
This project took place in the span of 14 weeks. This project brief was to create a sub-brand or brand extension to the supplement company Megafood. Using graphic and prototyping skills, I was tasked to create new products that fits with Megafood's organic identity.
Brand Research / Ideation / Form development / Prototyping / CAD Skills
Duration
2022 - 14 Weeks
Category
Branding & Packaging Design
This project is not affiliated with the brand MegaFood
History
In 1973, MegaFood was born from an unwavering commitment to produce the highest quality supplements available.
Carl E. Jackson became president in 1989 and pushed a "doing it right" mentality to improve peoples lives through the use of high-quality supplements made from whole foods. By 2003, sister brands would be established to improve and provide more products.
Mission
"We're out to change the world, starting with food"
Vitamin and supplement company working toward a world where everyone is truly nourished.
A force for good
"That's Nutrition with Ambition™"
Values
Focuses in on key core words that guide and fuel their mission to improve the lives of consumers.
Guarantee the highest level of quality control, safety, and potency that you've come to expect.
Proud of all certifications given and achieved, the trust in their farmers and the amount of real farm-fresh vegetables, fruits, and whole grains
Visual Brand Audit
Labels/Brand
Certifications
Ingredients
Values
Commerce
MegaFood's visual brand audit can be broken down into 5 main parts: branding, certifications, ingredients, values, and commerce. Using this visual audit, I was able to analyze how MegaFood brands itself to consumers.
Product Line
MegaFood has a large range of medicinal consumables in there merchandise. This product line is sold primarily through
e-commerce and in store purchasing. It is important to note that MegaFood has already tried to update their packaging on their gummy multivitamins as seen above.
One product line MegaFood has yet to invest into is the fitness supplement market. The global sports nutrition market and supplements was valued at about 27 billion U.S. dollars in 2022, and is expected to increase in value to over 37 billion U.S. dollars by 2027. This is a notable market for MegaFood as there are many fitness supplement brands that do not have the same values or regulated/superior ingredients in their items.
Possible Markets
Competitive Positioning
This graph shows the market of supplements competing with MegaFood. MegaFood is the standard in terms of basic graphics and the quality of supplements. Our goal is to update these graphics while keeping supplement quality high in new products.
Fitness and health
MEGA is designed for your wellness and nutrition, while still delivering the help you need.
Fitness Supplements
Why should MegaFood focus on fitness?
Fitness is a growing trend and activity that anyone can join in on. With weight loss, high-intensity interval training, and at home work outs becoming more popular we see a rise in supplement intake.
This is a huge opportunity for MegaFood to branch out into a larger market.
Reason for Taking
Why do people take fitness supplements?
People take supplements to improve athletic performance,
strength and endurance, increase exercise efficiency, achieve goals, set routines, and much more.
MEGA is a line of dietary/fitness supplements that cater to specific needs that consumers pick out themselves that encourages exercise and selfcare. The goal is to guide users into choosing which all natural supplements from our farmers are right for them and emphasize the brands strong foundation of health.
Concept Statement
Who are we catering to?
What are our consumers wants and needs? How can we implement those attributes to create MEGA's branding?
Key Attributes
By understanding the values of MegaFood, I have broken down key attributes that MEGA will uses in their branding.
Rebranding and Prototyping
MEGA is a powerful word that describes our aim to be strong and powerful. To keep Megafood's brand identity, logo and graphic developments were made. Using Megafood's brand colors, symbols, and ingredients graphic prototypes were created.
Logo Development
The initial logo development started with digital fonts and ideations. Most ideation was done to convey fitness and wellness. Colors comes from the MegaFood logo seen on all products. Over time experimentation with different combinations, colors, and layouts are used.
Form Development
Initial form development started with rough 2D sketches. Ideations were made to show quick thoughts on how to package 4 different products. By selecting the first 6 forms and narrowing it down to 4, MEGA's family product line came along.
Graphic and Form Exploration Cont.
Graphics must have similar aesthetic with one another. Geometric shapes and large fonts. Colors symbolize the flavors of each product.
Form development. Laser cut. Testing and understanding how the products will fit in hand by altering sizes and form.
Testing the proportions of graphics. Cutting and folding to get a sense of what these products might look like. Quick testing and process.
Final Rebranding
By considering what's already in the existing market, MEGA will take its own spin on their products. This includes a commanding logo redesign and a line of new fitness supplements. Supplements include a traditional energy drink, a single use pre-work out, protein powder, and gummy vitamins.
Final Graphics
Brand Elements
Materials and Printing
Final Renders
The key take aways here are the visual branding updates, newly introduced products, and packaging innovations. The two main innovations include a cherry flavored pre-workout that uses a single use package influenced by instant noodles and a grape flavored nutrient boost vitamins that uses ivory paper coated with bees wax folded to hold a hexagonal shaped gummy.
Why hexagons? Well in nature, hexagons are more common than you think. Hexagonal shapes require the least total length of wall, compared with triangles or squares. They are known to be the strongest and most efficient use of space in nature.
This ties in with MEGA's brand identity of nature and strength.
Branding Advertisements
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