CONDE NAST SELF PACKAGING

LOVE WHAT YOU EAT

Since its launch in 1979, Self magazine has delivered content that empowers women to take care of themselves. As Conde Nast planned to expand Self into new consumer categories to meet the needs of a younger demographic readership, they partnered with Anthem to determine how to the brand’s visual tone would work effectively in the retail environment.

Anthem first assessed trends in the frozen food landscape, and the implications these would have on Self’s new offering. The competitive set, category cues, and visual white space were also identified prior to starting creative work.

Self Healthy Kitchen packaging embodies the spirit and style of the magazine, and effectively positions the brand as a healthy, uplifting well-being solution for time-crunched females.