Tag Archives: packaging design

FDA cooks up new Nutrition Label. Are you ready?

Take a look at the proposed changes.

In a fast-changing marketplace, where package design and brands are ever-changing, the staid Nutrition Label has remained the same for 20 years. A ground-breaking addition to the food industry in 1993, nutrition and ingredient labeling opened the doors for consumers to better understand the nutritional values of foods, and to help them make healthier choices for themselves and their families.

So what is the FDA proposing to change, why, and when?

* The big noticeable change is to the design of the label. New is the more simplified, easier-to-read appearance (see before and after below). The second noticeable design change is there is no way you are going to miss how many calories you are consuming. That information reads loud and clear (and maybe a bit too much).

Existing nutrition label left side and proposed label right side

* Serving sizes are being adjusted to what is typically consumed today. Back in 1993 when nutrition labels first appeared, a typical serving size was smaller. Today the public seems to be eating more and not counting calories as accurately.

* Added sugars will now be listed along with sugar. The average American consumes 300 calories of added sugars per day. By including this on the label, consumers will know how much sugar has been added to the product.

* Calories from fat will no longer be listed. Research shows that the type of fat is more important than the amount.

* Daily values have shifted to the left-hand side of the label to draw eyes there first.

* Vitamin D and potassium declarations are now required. Data shows that some of the U.S. population is not getting enough of these nutrients.

Why is this happening now?
One-third of American adults are obese. This epidemic has caused rates of diabetes to soar and increased the risk of stroke, cancer, and heart disease. Making labels easier to understand is critical to communicating quickly and effectively with consumers. The FDA forecasts that changes to nutritional labeling could result in $20-30 billion in public health benefits.

What is the timeline?
The FDA is dividing the proposed Nutrition Facts label changes into two proposed rules. The first updates the nutrition facts listings based on newer nutritional science and revises the label design to help highlight that information. The second proposed change is to serving sizes and labeling for certain package sizes.

Both rules are published for comment for 90 days in the Federal Register. To read and comment, visit the FDA’s official docket at www.regulations.gov. The FDA proposes the food industry be given two years to comply after publication of any final rules. They put the cost of industry implementation at $2 billion.

As award-winning veterans of the package design world, MOI was making nutrition labels for clients when they were originally mandated and we are here for you today. We are well-versed in FDA regulation compliance. Let us help you update your packaging to meet the new regulations.

Graphis honors MOI for brand work.

We are pleased to announce that our branding work for Bellwether Farms has been awarded a Gold Award in Graphis Branding 6.

Graphis Branding 6 presents the work of some of the biggest names in design today. Hundreds of images from the year’s award-winning branding campaigns are displayed in a lavishly produced publication and on their website. Graphis publishes the world’s most significant and influential works from the greatest talent in Design, Advertising, and Photography.

49 design agencies from 18 countries (22 from the USA) were selected for Platinum and Gold awards. Only three firms from California were recipients. To see all of the award-winning work for Bellwether Farms, visit: http://www.graphis.com/entry/d02e2090-4b30-11e2-a2c9-f23c91dffdec/

Selections of the work of Mark Oliver, Inc. are in the permanent collection of the Library of Congress. It has received more than 450 international and national awards. Mr. Oliver is a recipient of the AIGA/Santa Barbara Fellow recognition. He is a member of the Board of Trustees of Brooks Institute http://www.brooks.edu/.

The king and his sweet court.

King’s Cupboard had an unusual problem. Their chocolate and caramel sauce packaging was too pretty. Designed mainly for high-end food boutiques and gourmet shops, the client felt it lacked the necessary impact to attract the consumer in regular grocery aisles, either natural or conventional. As the fastest growing arena of sales for the successful Montana-based business, the advantages to be gained by making changes to the packaging were compelling.

The firm asked the branding team at MOI (Mark Oliver, Inc.) to come up with a solution that would punch up the product’s presence on the store shelf. We told them that consumers spend less than 2.5 seconds considering a product, that what works visually has to work immediately, that there are no second chances — and that differentiation is key.

Our segment review showed that 90% of the competitive set did not include a photo of the product in use; however the best-selling brands did. Another find was that consumers guiltily admitted eating the product by the spoonful straight from the jar. The wonderfully natural human behavior trait became part of our copy and broadened the appeal of the product.

King's Cupboard Branding and Packaging

The design solution for the primary display panel was a visual narrative showing photos of the product in use, the “spoonful” copy, modified visual cues that would maintain some the old brand equities, and product color coding. A warm, appealing story completed the backside narrative. The brand redesign covered all the products and corporate identity materials.