Nurture: A Revolution in Kids' Drinks Packaging

Springetts Brand Design's Innovative Approach to Healthy, Engaging Packaging

The inspiration for Nurture came from an unexpected source - an Easyjet flight. The Creative Director of Springetts Brand Design, while contemplating a healthy drink option for his children, stumbled upon Nurture. Although he appreciated the brand's philosophy, he felt that the packaging lacked appeal. This led to a whirlwind of meetings, brainstorming sessions, and late nights, culminating in the launch of the redesigned packaging at the 'Lunch Show' in London.

What sets Nurture apart is its unique proposition of being a 'drink that cares'. The design team tapped into the widespread concern about hidden sugars in children's drinks, positioning Nurture as a healthier alternative. The packaging features a mother elephant, named 'Firsty', protectively hovering over her calf, symbolizing the brand's caring ethos. The elephant's trunk ingeniously transforms into a drinking straw, adding a fun element to the design. The watercolor illustrative style further emphasizes the brand's natural goodness.

The technical realization of the design involved the creation of 200ml pouches with built-in drinking straws, available in two flavors - Orange & Pineapple and Cherry & Strawberry. The products adhere to the Schools Standards Government Guidelines (England), contain only naturally occurring sugars from juice, and are free from artificial sweeteners or preservatives. The drinking straw is an integral part of the pouch, and the image of the elephant on the front of the pack connects to the idea of a caring consumer looking after their children.

The project, completed in 2016 in London, posed a significant challenge - to create a new pouch drink for kids from the age of one year old, with the lowest level of sugar on the market, plus added vitamins and beta-glucans to support children's immunity. The design team overcame this challenge with their innovative approach, resulting in a product that not only meets health standards but also appeals to children and their parents.

The design's excellence was recognized with a Silver A' Packaging Design Award in 2017, a prestigious accolade awarded to designs that demonstrate outstanding expertise and innovation. The award is a testament to Springetts Brand Design's commitment to creating designs that not only meet functional requirements but also evoke positive feelings and wonder.