Oct 11, 2021

New look and plastic reduction for Optibac Probiotics packs

Brand and packaging refresh sets out to reflect the company's commitment to natural ingredients and help consumers navigate the probiotics category with more ease.
Elisabeth Skoda

Supplement brand Optibac Probiotics has announced a major brand and packaging refresh for 2021. The transformation sees the brand adopting an "uplifting, credible look", with the new packaging designed consciously to minimise environmental impact.  

The company reduced plastic by 96% by swapping from plastic containers to amber glass jars with aluminium lids for all their capsule products. This allows for wider recycling without compromising the delicate nature of the all-important friendly bacteria inside.

The new design embodies the company’s almost 20 years of scientific credentials alongside their commitment to prioritising natural ingredients. Optibac Probiotics engaged brand business, 1HQ Global, to re-position the brand, re-define the use of structural packaging for sustainable impact and create new front of pack illustrations to personify Optibac Probiotics’ mission to help people feel their best. 1HQ Global devised a series of elegant line drawn figures in uplifting yoga poses, whilst retaining the signature and much-loved rainbow colour scheme to help reassure consumers that it is the same great product inside. Inside the carton, there is an additional "delight moment", in the form of a bespoke insert that showcases the brand story and elevates the customer experience.

The Optibac Probiotics 15 strong extensive range has also seen changes to many of the individual product names to help aid understanding and purchase in a category often described as difficult to navigate by shoppers. For example, ‘For your baby’ is changing to Baby Drops this summer, as well as ‘For daily immunity’ which is going to be called Immune Support.

The transformation began with Kids Gummies, the most recent addition to the brand’s range of Mother & Baby products in March 2021.  The vegan gummy in 100% plastic free packaging, including home compostable pouch, joined existing drops and sachet products, meaning Optibac Probiotics offers parents a variety of formats. Pregnancy also joined the range in 2020 supporting mother and baby from conception through to six months post birth.

To minimise waste, the brand’s new look will gradually be rolled out over the coming months as old stocks run out, with One Week Flat and Bifido & Fibre products launching first, followed by Every Day and For Women in May.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!
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