Daily Nouri - Rebrand & Packaging

logo & packaging redesign

As the brand has been growing and competing with other big brands on the shelf, Daily Nouri needed a new logo that was recognizable, iconic, and versatile for various platforms. With this rebranding, the product packaging needed to be refreshed to communicate and emphasize the unique aspects that the brand offers in the digestive health channel. By 2025, the new packaging will be on shelves in 5000+ retail stores, including Walmart.

Deliverables: logo; carton + bottle label packaging; marketing material

To create a logo that involved an icon required me to break away from the previous logo which was a wordmark. Through research, I found that many competitors used the imagery of a leaf (associated with life, nourishment, vitality), which challenged me to think outside the box and consider other imageries and associations that could properly represent the brand.

Thus came the birth of the new logo. Considering the importance of the “daily” and “consistency” messaging of the brand, I gave the word “daily” equal importance as to the word “nouri” (derived from nourish) and designed an icon that conveyed the letters “D'“ and “n,” composed of abstract shapes that also resemble two parts of a capsule. This was significant as the capsule-in-capsule system was what set the brand apart from the other big probiotic companies.

In designing the new icon, important questions I asked myself were:
1. Can this be used across all platforms, including print and digital?
2. Is this design versatile? Does it give room for the brand to play around with it and own it– such as using it repeatedly as a pattern?

Following the redesign of the logo was the packaging refresh. As the brand was making shifts in messaging, new hierarchy was set. This was primarily reflected on the packaging through the enlargement of the capsule and giving prominence to the brand logo. The goal was for the product to be able to speak for itself and ultimately sell itself.

The new packaging will hit shelves in 5000+ retail stores, including Walmart nationwide.