Food for the Future
After pioneering the meal replacement category, Soylent continued to innovate to attract new consumers. They tasked Farm Design to strategically introduce new supplement verticals into their portfolio while building a foundation that allowed for continued growth. We developed a system capable of highlighting the distinctive benefits, like additional protein and energy, that shoppers are looking to quickly identify on shelf while maintaining a tight visual connection to ensure brand recognition.
Flip the Script
Through our research, we learned that not all consumers are looking for full meal replacements yet many are directly seeking additional nutritional health benefits. This insight allowed us to confidently elevate key claims, clearly name products, and support with flavor or benefit iconography making it easy to discover.
Though this new vertical shared much of the same brand DNA as core Soylent products, it was imperative to stand out to limit confusion. A simple architecture flip of how the iconic white appears, made a big impact in shopability and clearly announced there was something new in the lineup.
