Met-Rx Packaging Rebranding

Met-rx rebranding
Packaging 2
Alex Cabunoc

instructed by ania borysiewicz
art center college of design
summer 2011

PACKAGE DESIGN & BOOK LAYOUT
©2011 / Alex Cabunoc
All rights reserved. No part of this publication may be
reproduced or transmitted in any form or by any means,
electronic or mechanical, including photocopy, recording
or any information storage and retrieval system, without
prior permission in writing from the publisher.
CONTACT
cabunocdesign@GMAIL.COM
Cell 310.748.9535
Home 310.370.4717

Instructed by Ania Borysiewicz
Art Center College of Design
1700 Lida Street, Pasadena, CA 91103
Printed and Bound in Los Angeles, CA

Contents
08 16 34 52

08 company information 16 in-store research 34 user characteristics 52 design opportunities

10 company timeline 18 logo analysis 46 target demographics 54 mind mapping

12 current packaging 20 product experiments 48 consumer montage 58 inspirational research

24 user interviews 60 key attributes

26 case studies 62 packaging characteristics

70 mission statement
demographics
introduction

development
research

target

brand

74 98 120

74 protein plus ideation 98 logo ideation 120 midterm presentation board

80 protein plus development 100 logo development 122 self promo takeaways

90 big 100 development 106 final logo 124 final photography

92 ampflied shooter 110 palette explorations
development
114 final brand colors
94 R.T.D. 51 development
116 graphic development
development

development

conclusion
package

graphic

8

Company Profile About Met-Rx
In troduction: Company inform ation

Met-Rx., Inc. a subsidiary of NBTY, Inc. Founded in 1991, MET-Rx ® Engineered Nutrition
revolutionized the sport nutrition industry
Valued at $21 million dollars with a high protein, meal replacement shake
fortified with an exclusive protein blend called
Headquarters in Ronkonkoma, NY METAMYOSYN ®. Developed by a physician
based on metabolic research, METAMYOSYN ®
protein is a highly bio-available fuel that supports
muscle and strength.*

METAMYOSYN® changed sports nutrition forever when it
was introduced to the world’s top athletes and celebrities.

Today, a new generation is testing the limits of
their bodies’ potential and nutrition is playing a
crucial role in the evolution of sport. Athletes are
breaking down the barriers of possibility by going
faster, higher, and pushing their bodies further
than ever imagined.

MET-Rx continues to be on the cutting-edge of sports
nutrition with a diverse range of products engineered
for the next generation of athletes. All those who use
state-of-the-art nutrition to achieve their goals — and
who never, ever accept limits of mind, body or spirit
— are the ones we call… Team MET-Rx

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Dr. A. Scott Connelly Challenge Observation
Founder of Met-Rx and BodyRx Weak market representation Nine stores visited but only 4 carried Met-Rx Products

Graduate of Boston University in anesthesiology Dr. Scott Connelly’s Legal problems Over 20 lawsuits erodes credibility

Has over 20 lawsuits against him Met-Rx currently owned by NBTY Changing hands often has led to decreased brand
loyalty and confidence

Formula changes The current formula does not taste like or
packaged like the more preferred orginal

Market Saturation Market is saturated with numerous companies that
look nearly identical

Weak emerging market influence Met-Rx has little representation in emerging
markets and demographics like health/wellness or
action sports like MMA

Bill Phillips
Founder partner of Met-Rx

Author of Body for Life series

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In troduction: Company Timeline

1991 1995 1996 1996
Met-Rx was founded by Dr. Scott Penn State Sports Medicine Newsletter Following a distribution disagreement NBC Dateline airs “Hype in a Bottle”,
Connelly. It sold a propriety protein publishes “Is It Real Or Is It Met-Rx” and his eventual departure, Bill an investigation into Met-Rx showing
supplement originally formulated to which concluded that Met-Rx results Phillips acquires future Met-RX that the company failed to publish
aid critically ill patients from losing not proven by scientific methods competitor EAS. peer reviewed documentation to
muscle mass. Met-Rx was marketed substantiate product claims.
with the assistance of Bill Phillips of
Body for Life fame.

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1999 1999 2000 2003
Met-Rx headquarters moved from Met-Rx is sued by the FTC for using Met-Rx, Inc. purchased by Rexall Met-Rx, Inc. sold again to become a
Irvine, CA to Boca Raton, FL. androstenedione in its products Sundown for $108 mil. subsidiary of NBTY and now based
in Ronkonkoma, NY

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In troduction: Current produ ct p ackaging

MET-RX Protein Plus MET-RX AMplified Shooter
Met-Rx Protein Plus has been reformulated to give you the competitive A one-of-a-kind energy shot in a unique, capsulized delivery system. This
advantage – especially when it comes to quality protein! highly concentrated formula is designed to rev your mind and magnify energy
levels throughout the system for a rapid intensity spike. It is designed with more
Met-Rx Protein Plus contains 46g per serving of exclusive METAMYOSYN® stimulating energy per ounce than any other MET-Rx product ever released.*
protein blend, which combines premium whey protein isolates and casein The MET-Rx AMPLIFIED SHOOTER is ounce for ounce... the energy champion!
proteins, plus L-Glutamine and naturally occurring Branched Chain Amino
Acids - Isoleucine, Leucine and Valine.

Studies show that whey is a fast-acting protein while casein is slow-acting,
which results in a more prolonged absorption rate to extend the delivery of
amino acids to muscles.* Best of all, MET-Rx Protein Plus Protein Powder
does not contain added sugar, corn syrup solids, mono- or diglycerides, and
is now free of aspartame and hydrogenated oils – which means 0 trans fats!

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MET-RX Big 100 Meal Replacement Bar Met-Rx RTD 51
The Big 100 is Power Anytime! A meal replacement bar with our exclusive Now fitness-minded individuals can get exactly what they want in a ready-to-drink
METAMYOSYN ® protein blend, this power-packed bar is a great tasting way shake—high performance protein and more of it! MET-Rx RTD 51 is the powerhouse
to fuel up on demand! of protein shakes. Each nutritionally advanced, ready-to-drink shake is packed to
the max with 51 grams of Metamyosyn® protein that helps support muscle.*

Low in fat and containing 4g - 6g (depending on flavor) net carbs, it’s also
a natural source of valuable amino acids. Get shakin’ in your choice of
delicious Frosty Chocolate, Creamy Vanilla flavors, Mocha Blast, Peanut
Butter and Cookies & Crème.

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shelf Presence
REe arch: in-store research

To learn more about how nutritional supplements,
especially MET-RX products, are marketed and
sold to customers, I visited several stores to
observe their shelf presence and any special
point of purchase displays they might have. I was
surprised to learn how little of a shelf presence
MET-RX had, and how easily all the products
seem to blend in with each other.

Retail Location Visited Met-Rx Products available
Rite Aid No

Lindberg Nutrition No

Target Yes (limited)

Walgreen’s Yes (limited)

Good Earth Vitamins No

GNC Live Well No

Vitamin World No

CVS Pharmacy Yes (limited)

Vitamin Shoppe Yes

Upper Registration mark:
Registration mark’s color and size is distracting

Corporate colors:
Uninspired color choices do not aid brand recognition
or distinguish brand from competitors. Red is a
common color in this particular industry

Main logo font choice:
Logo font neither evokes any emotion or helps brand
stand apart from competition through brand recognition

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Pronunciation ambiguity:
REe arch: logo analysis

Uncertainty whether brand name should be
pronounced as “Metrix” or “Met Rx”

Drop Shadow:
Logo’s drop shadow is problematic when placed on
colored backgrounds. Drop shadow cheapens the logo
and makes it appear dated

“Engineered nutrition”:
Vague tagline doesn’t distinguish Met-Rx products,
manufacturing processes, results or services from competitors

too much leading:
Too much leading between main logo and catchphrase

italicized font:
Font italicization makes logo appear dated

lower Registration mark:
Second registration mark appears redundant

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Background colors:
Loose graphic standards allow for logo placement on
distracting backgrounds

“shaping every Body”:
Inconsistent tagline message as well as inconsistent
font graphic standards

background illustration:
Background illustration is distracting and inconsistent
with branding

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REe arch: produ ct experiment one

Peanut butter and dried
fruit protein bars

Ingredients overall reception
1 cup protein powder, Using my Design Leadership classmates as
1/2 cup oat bran guinea pigs, I allowed them to eat both the protein
1/2 cup whole-wheat flour bars and the following muffins to get an honest
1/4 cup wheat germ opinion of how these two different foods came out.
1/2 teaspoon kosher salt
1/2 cup raisins With regards to the protein bars, they were pretty
1/2 cup dried cherries well received. They said that the flavor reminded
1/2 cup dried blueberries them of a peanut butter and jelly sandwich.
1/2 cup dried apricots Overall, I thought the bars were a bit too moist
1 (12.3-ounce) package soft silken tofu and very dense. It was more akin to a fruit cake
1/2 cup unfiltered apple juice than a protein bar. But they were not as bad as
1/2 cup packed dark brown sugar I had feared they would be. However, with all
2 large whole eggs, beaten the sugars added to this recipe, I don’t believe I
2/3 cup natural peanut butter would call this healthy.
Canola oil, for pan

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REe arch: produ ct experiment two

Banana Muffins with
Protein Powder

Ingredients Overall reception
1 cup white whole wheat flour (4.5 oz) The muffins came out pretty good in my opinion.
1/2 teaspoon baking soda There was a rubbery texture that immediately gave
1/2 teaspoon baking powder away the fact that these were made with protein
1/4 teaspoon salt (see note) powder. The flavor was pleasant and definitely
1 large egg white, lightly beaten with a fork reminiscent of banana bread. They were not as
6 tablespoons protein powder moist as normal cupcakes, but were well received
2 tablespoons vegetable oil and there were none left by the end of class.
1/4 cup vanilla yogurt (Yoplait)
1/2 teaspoon vanilla
2 tablespoons turbinado sugar
2 mashed bananas (8 oz)

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interviews and insights
REe arch: User interviews

For secondary research and to gain more
insight into how MET-RX products are used
and perceived, I conducted three interviews
of people who both weight train and use
nutritional supplements. I wanted to glean more
understanding in how nutritional supplements
are used, prepared, stored and what they think
about the MET-RX brand specifically.

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Jimmy Kim Steven Sandoval Steve ChinHsuan Wang
How long have you been weight training? How long have you been weight training? How long have you been weight training?
6 years I have been training on and off for a number of years. Lifting off and on for a couple of years
I have been training actively for the past 9 months.
On average, how much do you spend on On average, how much do you spend on
supplements in a month? On average, how much do you spend on supplements in a month?
I spend about $50 a month, but I know that a lot of supplements in a month? I believe 40 dollars.
people who workout spend more money than I do. I spend $35-45 dollars a month; I buy larger quantities
so I don’t have to purchase supplies as often. Why did you choose the particular supplemental
Have you ever heard of the brand MET-Rx and if brands that you currently use?
so, what is your opinion of this brand? Why did you choose the particular supplemental I basically look at the package first, design is
I haven’t heard of it. brands that you currently use? okay? I will start to read the back. I never really
I choose those supplements for the combination look at those one with arnold arms in the front
Why did you choose the particular supplemental value and quality needed for my fitness goals. Taste that labels HUGE XXXX w/e. ISOPURE has a fairly
brands that you currently use? is a big contributing factor for my product selection. nice graphic design, and the ZEROCARB ones
I’m using ISO Sensation is because of the taste. provides less calories/fat for the same amount of
I believe that above certain quality, the effect of protein as other brands.
protein is pretty much the same. I use superpump “I would like to see the packaging
because I tried a sample, and I liked it. I never make the product more portable
take supplements from a company that I haven’t “Basically, I hate the packaging that
and possibly easier to mix on the
heard of before just to be safe. makes it look very extreme. I am just
go. Maybe make the packaging
a casual lifter and I don’t exactly
resealable and individually wrapped.
”
“I would make them so that it is want people to see me carrying a
easy to open the package. Also, container with Arnold around. I will
the scoop inside the supplement never, and don’t want to look like that.
”
is used for a long time, and it
becomes dirty sometimes. ”

Rese arch: case study: lei ca

26

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Company Information Business Observations

Name: Leica Camera AG Tradition of quality lenses

Industry: Camera and Optics Clean, modern design across whole product line

Headquarters: Wetzler, Germany Emphasis on design and performance versus
affordability and market share
Established: 1913
Reputation is known for higher priced lenses but
leader in industry

Leica Camera AG, a German optics company,
produces Leica cameras. The predecessor of the
company, formerly Ernst Leitz GmbH, is now three
companies: Leica Camera AG, Leica Geosystems
AG, and Leica Microsystems AG, producing
cameras, geosurvey equipment, and microscopes,
respectively. Leica Microsystems AG is the owner
of the Leica brand, and grants licences to Leica
Camera AG and Leica Geosystems.

REe arch: case study: Crank Brothers

28

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Name: Crank Brothers High emphasis on form and materials

Industry: Sporting and Recreational Goods Company philosophy based on design
and Supplies
Known for elegant and reliable products
Headquarters: Laguna Beach, CA
Modern inspired use of colors and truth in materials
Established: 2000
Use of well designed and non-traditional pack
aging to stand apart from competitors

Frank Hermansen founded Crankbrothers in Still, it wasn’t until 2001 that Crankbrothers really
the mid ’90s along with business partner Carl made its presence known in the industry. That
Winefornder, a mechanical engineer. The two met year Hermansen and Winefornder brought the
while designing scuba gear for another company in Eggbeater clipless pedal to Interbike. That’s when
southern California. Herrick, too, took notice and joined the company
eight months after the unveiling of the mud-
Despite jobs in the diving world, both men shared shedding pedal. Herrick’s marketing skills, coupled
a passion for bikes and began looking for ways with the revolutionary design of the Eggbeater,
of developing products for cyclists. Their first triggered a meteoric rise in the company’s fortunes.
effort was the Hydrapak, a design subsequently
licensed to Bell. But it was another product, the
Speedlever, that gave the brand its start in 1997.
The extendable, hub-mounted, tire lever was a hit
at the Interbike trade show, even being named
best product of the year by several publications,
including VeloNews.

REe arch: case study: Patagonia

30

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Name: Patagonia, Inc. Emphasis on ethical business and design

Industry: Retail Outdoor Clothing & Supplies Leader in industry despite reputation of higher
priced goods
Headquarters: Ventura, CA
Known for well made products and high performance
Established: 1972

Patagonia, Inc. is a Ventura, California-based
clothing company, focusing mainly on outdoor
clothing. The company is a member of several
environmental movements. It was founded by Yvon
Chouinard in 1972.

Though Patagonia is considered to be a sport-specific
apparel manufacturer, some of the company’s most
popular products are general apparel. Patagonia
fleeces, rain jackets, and coats are some of the most
widely-worn products in the outdoor apparel industry.
Patagonia received two “Gear of the Year” awards
in 2010. The company was praised for its use of
lightweight and recycled materials.

The new Met-rx demographic

In order to differentiate itself from its competitors, the new
MET-RX brand will need to target a new demographic.

He’s fit...
Tar get Demog raph ics: user char acteristics

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he’s Not Metrosexual...

36

Not arrogant...

38

He’s well read...

40

41

...but not stuck in his own head.

He’s adventurous...

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so why should his nutritional supplements looks like this?
Tar get Demog
raph ics: user char
acteristics

46

So who is he?
Tar get Demog

He’s the Man’s man, when you’re no longer a boy.

He’s smart, but open to new ideas

He’s not easily swayed by what’s hip at the moment.

He’s cultured enough to know how many tines a
raph ics: User overview

salad fork has, but eats his steak raw.

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demographic breakdown

primarily male

mid 20’s to late 50’s

educated

middle to upper-middle class income

more interested in health & fitness versus size

well groomed

active lifestyle

socially, nutritionally, and ecologically aware

single, Married, and married with children

may also pursue alternative forms of fitness (i.e.
yoga, pilates, and mma)

Tar get Demog raph ics: consumer mon tage

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design opportunities
Brand develo pm ent: consumer mon tage

After my research and store visits, I was able to
identify a few initial design opportunities were a
good place to begin designing from.

Akward, bulky containers
Current containers are large, awkward barrels that
are difficult to carry

Users basically have to hug the bottles like teddy
bears which is somewhat emasculating

Everything is alike
Market is saturated with similar branded barrels,
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both in graphic design and package design

Difficult to distinguish one company from another
and one product from another

Stand out in a crowd
Change the package styling to target a new
demographic and stand out among competitors

Incorporated handles
Handles could be incorporated into barrel to make
lifting easier

Handles should be designed to be cost effective,
not diminish structural integrity, and be convenient

54

Mind mapping: phase 1
Brand develo pm ent: Mind

As a product major, I’ve done several mind
maps throughout my time at Art Center, however
this mind map was a new experience in that it
was limited to only 7 minutes and was more like
free association writing than the more pensive
mind mapping I’m accustomed to. I found
that this method allowed for a more free flow
of thoughts and ideas to be generated, even
though many of those ideas weren’t necessarily
applicable to this project or even feasible.
Mapping

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Mind mapping: phase 2
Brand develo pm ent: Mind

A second attempt at this new mind mapping
technique. I found it very useful to do this
activity more than once to get into the groove
and get the hang of this type of brainstorming.
Mapping

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retail inspiration visit
Brand develo pm ent: ide ation inspir ational research

In order to get some inspiration and more
technical know-how, I visited a retail location
to see how other products, especially those
outside of the nutritional supplement category
are packaged. I wanted to see examples of
how products solve problems of ergonomics
and graphic treatments on different materials. I
also wanted to see which various manufacturing
processes were used most often and examples
of different materials and finishes.

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Brand develo pm ent: Key A ttributes

brand key Attributes

To help guide the development process, we were
tasked with defining six key attributes that would
describe our new brand. These attributes are
what set our brand apart from the competition.
These attributes are used across all stages of the
development process. For my MET-RX rebrand,
I’ve chose the following from attributes: (from
left to right) Modular, Authoritative, Precise,
Nutritional, Sleek, Intuitive.

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Modular Precise Sleek

Authoritative Nutritional Intuitive

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PAckaging Characteristics
Brand develo pm ent: p ackaging char

To better attract my new target demographic, I
want the new MET-RX brand to have certain
characteristics in both its physical packaging
and graphic application. These characteristics
are separate from its key attributes which
convey more of the feeling of the new MET-RX
brand. These characteristics describe the actual
look of the new brand. I’ve narrowed down 7
characteristics my packaging will embody.
acteristics

63

Authoritative, Bold stance
Physically, I want the packaging to have a stance on the shelf that is more
aggressive and leans in as though it is advancing. Current packaging just seems to
sit on shelves. This lean will be expressed throughout the entire packaging family.

64
acteristics

clean lines
The physical shape of the packaging should be simple and without any unnecessary
or overly designed components. Forms would tend to be closer to Euclidian shapes
and waste should be reduced to a minimum.

65

Architechtural/contemporary influence
Shapes should feel familiar and purposeful. The overall design could be seen with
visual cues taken from architecture and contemporary design.

66
acteristics

a clear message
Graphic application should convey a simple and clear message. current packaging is
too garish and confusing with little hierarchy. New graphics would have a clearer first,
second and third read. MET-RX logo will be more prominent and easier to locate.

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feels good in your hand
I want to improve the tactile experience of handling the new MET-RX packaging. This
improvement would be conveyed by either improving ergonomics and/or upgrading
the materials. Current packaging is cumbersome and appears to have a low
perceived value compared to its relatively high price point.

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acteristics

informative
In conjunction with clearer graphics, I want the new MET-rx packaging to more
informative and easier to understand. My research has shown that users appreciate
certain details regarding nutrition and information to be clearly visible and
prominent. However, current packaging often is confusing and displays too many
messages to be successfully informative.

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feels like you got your money’s worth
It’s fairly accepted that MET-Rx brand products are priced higher than similar
competing products. this may have been acceptable earlier when they’re products
were considered more innovative and cutting edge. however, nowadays this price
difference, real or perceived, is hurting their market share. Without changing the
price point of their products, i would like to increase the perceived value and leave
the customer with a feeling that they are in fact getting their money’s worth.

Mission Statement
Brand develo pm ent: mission s tatement

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Through the use of distinctive packaging that
borrows from architecture and contemporary design,
attract a more savvy and health conscious user to
the Met-RX brand of nutritional supplements. With
the introduction of bold, clean lines the Met-RX user
will find the intuitive packaging more convenient
and informative than the competition. Simply put,
the new Met-RX brand is a better fit.

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Phase 1 form ideation
pac kage develo pm ent: form ske tc hes: Phase one

Using my initial concepts as inspiration I started to
sketch these initial form explorations. They take cues
from different types of containers and packaging.

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phase 2 form ideation
pac kage develo pm ent: form ske tc hes: Phase two

From my initial thumbnails, I gravitated towards this
concept of a container with a leaning, aggressive
stance. This seems to be a good solution to several
aspects of my packaging design that I was trying to
achieve as well as help my design stand apart from
the competitor’s packaging. In this phase, I wanted
to concentrate more on this concept and try to further
nail down certain aesthetic proportions and features.

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phase 3 form ideation
pac kage develo pm ent: form ske tc hes: Phase three

From phase two explorations, I wanted to
continue to develop the “aggressive stance” in
the packaging. I also wanted to resolve certain
issues like the inclusion of a handle and develop
this idea of hard outer frame, symbolic of the
frame of a body builder, used to support the softer
container within the structure.

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phase 1 package design
pac kage develo pm ent: Protein Plus design: Phase one

Using my thumbnails as a starting point, I came
up with these four mock ups as initial concept
directions to take my packaging concept. Each
concept, however, incorporated the aggressive
leaning stance from my sketches.

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pac kage develo pm ent: Protein Plus design: Phase two

Based on feedback from the first phase, I’ve
decided to continue to develop the package
design with the hard outer skeletal frame that
supports a softer bag full of the protein powder.

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pac kage develo pm ent: Protein Plus design: Phase three

Further form development of the package design.
The lid in the previous iteration disrupted the profile of
the container, so in this version it has been recessed.
Edges were also filleted and an edge was added to
both sides for structural and aesthetic reasons.

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pac kage develo pm ent: Protein Plus design: Phase four

This was my final hand-made iteration for this
package design before I moved onto rapid
prototyping. In this version I reduced the height
so that it was 12” in width when placed on its
side. 12” is the standard depth of a cabinet and I
wanted to ensure that if someone placed it in their
cabinet, that they would still be able to close the
doors without difficulty. Also, the side wall was
refined to a much cleaner and simpler shape. The
top side of the wall was increased in height to
hide the lid from view when from the side. The top
handle was also refined and finalized.

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pac kage develo pm ent: Protein Plus design: Phase five

After coming to a point where I could no longer
develop the form using basic materials by hand,
I decided to design the final packaging using
SolidWorks. These are renderings from my design
which later would be 3-D printed using FDM.

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pac kage develo pm ent: Big 100 colossal design

Big 100 Colossal Protein Bar develeopment

Version 1 Version 2

Initial concept model for the protein bar. I wanted to use In this version, the tilt was reversed making the stance more
European gourmet chocolate bar packaging as inspiration. aggressive and leaning in versus leaning away. The shape was
My goal was to make the bars more appealing and appetizing simplified and graphic treatments were just beginning to be
versus their current packaging. I also wanted to echo the conceptualized. The overall size was reduced somewhat too to
aggressive stance and titled form from the protein powder in make the bar a more realistic serving size.
the overall form.

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Version 3 Version 4

This was the midterm mock-up that continued much of the same This version takes into consideration all the previous comments
graphic applications from the rest of the line. The materials and suggestions. I’ve expanded the line to include 4 different
are not quite believable yet and overall the packaging lacks a flavor variants. Also the imagery and more color have been
certain appetizing quality. Currently in this state it appears too applied to increase appetizing qualities. The material is now
scientific and clinical. much more believable too.

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pac kage develo pm ent: AMplified shooter design

Amplified shooter develeopment

Version 1 Version 2 Version 3

Initial concept model for the amplified shooter In this version, I’ve upgraded the material to plastic This mock-up incorporated the first attempt at
packaging. It borrows design cues from the sheeting; a clear type in the front with an opaque graphics. The direction of the “lean” was also
protein powder container with the aggressive white type in the back. I also incorporated a reversed so that the packaging is advancing versus
stance. This was also an experiment to test gusseted bottom to allow for more liquid and have retreating as was the case in the previous versions.
materials. In this case, I used Ziploc bags and the pouch stand on its own. The tear away opening
filled it with water to represent the liquid. was also cut into a shape that makes it more intuitive.

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Version 4 Version 5 Version 6

This version is nearly identical to the previous For the mid-term mock-up this version had updated In this version the graphics have been updated
one, except that I also incorporated the back graphics based on feedback from the instructor. again. All the copy has been brought the outside
graphics as well. This packaging had graphics applied on the of the packaging and the introduction of a image is
outside of the package as well as on the inside placed on the inside of the packaging. The pouch
to play with various layers and have a “push/pull” has also been altered so that it no longer has that
effect from the graphics. The outside graphics narrowing effect near the base due to the gusset
were applied with chromatech. One corner was bottom. Optically the sides now appear more
also given a larger radius to mimic the protein parallel than previous versions. The liquid has
powder container..The angle of the lean was also been changed from water to vodka to prevent the
reduced so it wasn’t as severe. clouding and growth of organic material that seems
to be unavoidable in the previous models.

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pac kage develo pm ent: r.T.D. 51 Design

R.T.D. 51 Protein shake develeopment

Version 1 Version 2

As my first packaging attempt at the protein shake, I made a lot The second version incorporated graphic elements and a
of discoveries. First off, my initial idea to use latex paint turned combination of white and transparent plastic sheeting on the
out to be unsuccessful as the paint almost immediately begins same visual level. I also was able to add a properly painted
to separate back into its base mixing colors. The slant was straw to go with the rest of my brand colors. I did encounter
also going the wrong direction, and the gusset wasn’t working similar problems with this version as I did with the amplified
correctly because I made it too large. However, I liked the shot packaging, including the need to flare the base to prevent
direction this was going and it was worth further pursuing. a narrowing towards the bottom. I also replaced the liquid with
a chocolate syrup mixture which contains a lot of preservatives.

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Version 3 Version 4

Based on the feedback, I adjusted some of the measurements The final version of the protein shakes had a new liquid for the
and exposed more of the liquid along the right and bottom strawberry flavor. I used a strawberry scented shampoo. As for
edges. I also introduced a new flavor, strawberry, however the the chocolate flavor, I used a more concentrated mixture and
Pepto Bismo/strawberry syrup combination of liquids was far added saltwater instead of plain water to further deter growth
too fluorescent for a final version. The imagery was rotated and of foreign bodies. The imagery was enlarged and the straw
the various graphic elements were tweaked. solution was finalized.

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Graph ic develo pm ent: Logo Development: Phase One

Initial Logo Ideations

These sketches here represent my first attempt
at redesigning the Met-Rx logo from its current
form. Many of the sketches are too stylized
and decorative to be a good alternative but
nevertheless it was a good exercise to explore any
and all possible directions.

ph. 2: a ph. 2: b

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g
raph ic develo pm ent: Logo Development: Phase two

ph. 2: c ph. 2: d

Phase 2 logo refinement

From my initial ideation sketches in phase one,
I choose 8 directions to refine. Using existing
fonts, I digitized and altered them to create new
proprietary logos that I hoped would capture the 6
attributes I identified for my new brand.

ph. 2: e ph. 2: f

101

ph. 2: h

ph. 2: g

ph.3: a ph. 3: b

102
g
raph ic develo pm ent: Logo Development: Phase three

ph. 3: c ph. 3: d


Based on the comments from class and the
instructor, I made a few variations of one version
of the logo as well as some new logo comps.

ph. 3: e ph. 3: f

103

ph. 3: g ph. 3: h

ph.4: a ph. 4: b

104
g
raph ic develo pm ent: Logo Development: Phase four

ph. 4: c ph. 4: d


From the previous week’s critique, the logo
direction was narrowed down to two different
directions. From here I was able to make several
iterations of both versions.

ph.4: e ph. 4: f

105

ph. 4: g ph. 4: h

106

Final Met-rx logo
g

After the various iterations, this is the finalized logo
raph ic develo pm ent: Finalized logo

in white on a black background.

g raph ic develo pm ent: logo origins

108

109

Inspirational typeface:
Corbel
Aa Bb Cc Dd Ee Ff Gg Hh
Using the font Corbel bold I was able to adjust Ii Jj Kk ll Mm Nn Oo Pp Qq
Rr Ss Tt Uu Vv Ww Xx Yy Zz
and tweak the various characters to create
something more proprietary and give my logo a
certain amount of uniqueness.

MET-RX

110
g
raph ic develo pm ent: Initial brand color pale tte explor ations

Color palette variant 1

Using white as the main background, this palette
draws inspiration from industrial colors and moods.

111


This palette is still based on a white background
but uses more luxurious colors like browns and
creams to increase perceived value.

112
g
raph ic develo pm ent: Initial brand color pale tte explor ations


With a warm gray as the main color, this palette
uses a dark mocha as a grounding color with bright
yellows to make objects pop with purple as an
added luxurious accent

113


This is the coolest of my color palettes using a lot
of grays. Black yellow and red accents are used to
bring certain objects forward strategically.

114

Final brand colors
g

Through feedback with the mock-ups and the
raph ic develo pm ent: Final brand color pale tte

natural progression of the graphic development,
the final brand colors were narrowed down to these
four colors to capture the new MET-RX® brand.

115

White Pantone Black PMS 1385 Pantone 431

116

Initial graphic development
g

For the initial graphic development, I decided to stick with
raph ic develo pm ent: Protein Plus design: Phase one

just black and white values to concentrate solely on the
graphic placement. This first round was fairly unsuccessful
and I found only elements of some of the variations that I
wanted to carry forward to the next phase. But as this was
the first phase, I was not too concerned.

120

Midterm presentation board
Conclusion: Midterm presen

For the midterm, I created this poster to help illustrate
my new MET-RX concept. it contains ideation sketches
as well as the new logo and my mission statement for the
rebranded MET-RX. Printed as a 60”x30” poster, it will be
revised and printed again for the final presentation based
on feedback. The finalized version will also include the
professional photography of my packages.
tation board

IntuItIve

nutrItIonal

authorItatIve
121
Through the use of distinctive packaging that borrows from
architecture and contemporary design, attract a more savvy
and health conscious user to the Met-RX brand of nutritional
supplements. With the introduction of bold, clean lines the
Met-RX user will find the intuitive packaging more convenient and
informative than the competition. Simply put, the new Met-RX
brand is a better fit.

Modular

Packaging 2 Alex Cabunoc Art Center College of Design

sleek

IdeatIon sketches

precIse

122
Conclusion: self promotional ta keaways

Self promo takeaway

For the final presentation, we were tasked with
designing and producing 12 self promotional
takeaways about the process of this project. I
made 12 mini-books with 2 interior gate folds. The
cover also has a vacuum form detail and the book
itself is bound with stainless steel cable straps.

124
Conclusion: final photography

Final Photography

With all the packaging finalized for all four MET-RX
products, I was able to have my line photographed
professionally. In addition to the larger photograph,
several detail shots were also taken.

Met-Rx Packaging Rebranding

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