We decoded the vitamin aisle with benefit-driven design. Kroger knew the aisle was a daunting, alphabet soup experience full of letters and claims you can’t easily understand. We revolutionized the shopping experience for their private label customers with a fresh design approach that challenged category conventions.
Our laser focus on approachability and shoppability resulted in a vibrant design with each vitamin’s benefit prominently featured on the package. Kroger’s vitamin line now stands out as a calm space in a sea of visual clutter.