Designing the Balance of Healthy and Fun

Hero Nutritionals asked Anthem to help introduce an innovative adult vitamin across health and mass channels.

Hero Nutritionals is a leading producer of nutritional supplements for all ages, traditionally offered through health food stores. Hero asked Anthem to help strategically launch a new adult-formulated gummy vitamin and expand Hero’s reach to large grocery retailers, without alienating health consumers and cannibalizing sales with the alternative, lower price point.

The team created the "Slice of Life" name, identity and packaging system under the Hero brand for health store distribution and an equivalent "Fruta Slice" offering under a new "Envita" master brand for mass-merchant channels, to help dispel the price disparity. The package’s premium visual cues and contemporary structure signal the product’s cutting-edge formula and credibility as a vitamin, while vibrant colors and fruit imagery suggest a great tasting, fun experience. The transparent packaging also eliminates ambiguity and reinforces its gummy form.

The results allowed Hero an easy and successful entry into the adult gummy vitamin category for both channels simultaneously.