In recognition of the value of the “Just Label It” campaign, we wanted to encourage our customers to start packing their own meals using whole and nutritious foods. The “My Label, My Ingredients” campaign identity was featured on the back of all of Enviro Products packaging for stainless steel food containers and lunchbox kits.
The challenge of designing the identity for this campaign lay mostly in its newness and the potential to confuse customers with an obtuse and seemingly meaningless logo.
I wanted to make the value of the campaign clear from the moment someone laid eyes on it: hence the coupling of the familiar nutrition facts label with our produce-framed, handwritten-style label. I also wanted it to be in a familiar location when a customer encountered it: on the back of the packaging so that they could effortlessly make the connection between the importance of knowing what’s in their food and packing their own meals.
Campaign Identity (Branding), Strategy, & Packaging Design
New Wave Enviro
The idea for the My Label Campaign came after New Wave partnered with the Environmental Media Association. EMA’s “Healthy Family Seal” was featured on the packaging for New Wave’s Litter Free Lunch (LFL) Line and each product came with recipes and shopping lists prepared by EMA’s Celebrity Ambassadors. The My Label campaign builds on several key elements of the partnership campaign, ultimately seeking to inspire change through everyday lifestyle choices for families.
To support the goals of the campaign (i.e., further position New Wave as a trusted lifestyle brand focused on designing products that inspire and support healthy, active living), I used colorful lifestyle shots showing the LFL products in use for all consumer-facing marketing materials. I also created a ‘Recipes’ page on the New Wave website, which featured recipes provided by one of New Wave’s celebrity partners, Tiffani Thiessen. All the recipes are healthy, easy-to-make, kid-friendly, and perfectly portioned for the LFL line.
From celebrity-sourced recipe videos to share-worthy memes, we cultivated an actively engaged social following with rich content that reemphasized the “My Label, My Ingredients” message.