With the vitamins market in
9% decline, Bassett's packaging more closely resembled a confectionery product with
the brand anchored in very young children.
To redefine the brand, creating
a pack design that looks part
of the vitamin category and developing an architecture
and design system to allow
the brand to migrate into
older life stages.
Sales increased by 49%. Bassett’s Soft & Chewy share increased by 26%. With increased distribution with full range listings in all channels, consumer perceptions changed “It makes you believe they will do what it says on the packet, rather than just taste nice” Design Business Association Design Effectiveness Award Winner 2010.