Bad to the Bone...Broth

The strong white band running vertically in the different containers is a great way to tie all the products together and creates a strong point of differentiation. Occupying so much of the packaging, it’s clear that they are betting on Dr. Kellyann’s recognition — but, again, if no one knows who she is, the packaging literally reads as being doctor-approved and that may be enough to get someone to give this a try. I like the abstraction aspect of the illustrations but I don’t find them entirely appealing as a food ingredient. However, I do appreciate the comparison to beauty and cosmetic brands as these do have a scientific vibe to them. And, for the most part, they serve as a subtle texture to the big and bold typography on the packaging, which is nicely laid out and color-coded. Overall, this is a strong direction to introduce to the market, with a clear system across the various products, all anchored by the big use of the logo and an aesthetic that will look at home in a chain of pharmacies.