"Jodi is amazing. She elevated our brand and packaging so much that we could measure it immediately in increased sales. I highly recommend her approach and will continue to work with her again and again."
Max Dresse - Founder/CEO
PROBLEM
Bellway Super Fiber faced a critical challenge: transitioning from a direct-to-consumer brand to a shelf-ready presence in major retailers like Target and Walmart. The brand needed to capture the attention of a younger demographic with fresh, vibrant packaging that conveyed both fun and premium quality. A new content hierarchy was essential, emphasizing "Super Fiber" as the hero product while making "Bellway" secondary. Additionally, the packaging had to clearly communicate the product’s superior benefits, such as great taste, better-for-you ingredients, and proven effectiveness, all while justifying its higher price point. With a growing product line spanning multiple variations, the design also needed to be scalable and flexible. Lastly, the packaging had to meet strict legal and retailer requirements without compromising on visual appeal.
SOLUTION
The new packaging design redefined Bellway as a visually dynamic and strategically cohesive brand. A bright, modern color palette paired with hand-drawn fruit illustrations ensured each flavor variation stood out, reinforcing the product’s real-fruit appeal. The redesigned hierarchy placed "Super Fiber" front and center, creating instant recognition and appeal, while the consistent use of typography and layout established a scalable system for future product extensions. Vibrant aesthetics were balanced with compliance to meet the stringent requirements of top retailers like Target and Sam’s Club.
To enhance shelf appeal, flavor cues were amplified through color-coded elements and bespoke illustrations, helping consumers quickly identify their preferred options. The design’s adaptability allowed it to perform seamlessly as standalone products, in mass displays, or as part of smaller collections across over 6,000 retail locations. This redesign not only captures attention on crowded shelves but also solidifies Bellway’s position as a challenger brand who is ready to become market leader.