Kura Nutrition Showcases Its Protein’s Origin on Packaging
Kura Nutrition uses their packaging to tell the story of its protein’s New Zealand origins for their new Smoothie Powder, which is a healthy, wholesome addition to any meal.
Each serving provides 14 g of New Zealand dairy protein, vitamins, and minerals that ensure great taste and convenience whilst providing supplement like amounts of protein. The Smoothie Powder launched early in 2015 throughout all Sprouts Farmers Market locations, Whole Foods (Southwest), and on Amazon.com.
“We saw the opportunity to tell different stories, guiding the customer through the product in a range of ways, from highlighting the products’ New Zealand heritage to telling the story of the process and experience of Kura” says Simon Endres, Creative Director of Red Antler.
The New Zealand Story uses beautiful landscape photography with grazing cows to speak to the unique and untapped origins of this product.
The Brooklyn based branding company Red Antler chose colours that felt fresh, vibrant, and delicious. The appetizing dark brown references the product’s origins but also has the capacity to complement a range of flavour colours.
Kura Nutrition is the first product from White Cloud Dairy Innovation of Auckland and Los Angeles. “We are a responsive innovation hub designed to drive increased value from the New Zealand Dairy Industry through development of a consumer-led product range. We deliver high value functional foods to global consumers.”
Kura is positioned as “Nutrition that fits with your life. Kura is the delicious, natural way for everyone to enjoy high quality dairy protein straight from the farms of New Zealand. Customizable for the entire family, Kura offers creative nutrition that’s perfect for everybody, every day.” It is GMO free, and contains 14g Grass-fed Dairy Protein, 26 Vitamins and Minerals, and 4 Billion Probiotics.
New Zealander Simon Andres is an accomplished sculptor, with 14 years of experience in advertising and branding, including work for Target, Sony, Tommy Hilfiger, Citibank, Royal New Zealand Ballet, and Amnesty International. Simon holds a BFA Honors in Sculpture from Canterbury University. He lives in Cobble Hill, Brooklyn with his wife and two sons.
Article Source: Healthcare Packaging, Anne Marie Mohan, March 31, 2015
Image Source: Twitter-Kura Nutrition