Puravida (Nestlé Health Science): the packaging architecture of the supplement line and the restructuring of the entire portfolio to meet the new 2023 rules of ANVISA (Brazil's health regulator).
The system
The complete multivitamin family is black across every SKU. What changes from one to the next is the audience (Mater for expectant mothers, Kids for children), and the audience name is the only element that comes in colour. Anyone who has bought one Alpha finds the next without reading the box.
The single nutrient family works the other way round: the colour belongs to the nutrient, not the audience. Calcium blue, vitamin D yellow, B12 burgundy. On the pharmacy shelf, where the shopper is looking for a specific nutrient, colour arrives before the name.
Children's supplements are the only point in the line where illustration and full colour are justified: the child has to recognise it, and the parent has to trust it. The solution was to let colour in without leaving the black Alpha frame: the party happens inside the frame, not instead of it.
The project in one line
Puravida was selling dozens of supplements that had reached the shelf one at a time, each launch with its own logic. The job was to give the line an architecture: which family you are looking at, what changes from one bottle to the next, where colour decides and where it stays quiet. Then came the part nobody sees: reworking more than 150 SKUs for the 2023 ANVISA rules without breaking anything that had been built, in a team of three.
How it was done
The portfolio had grown launch by launch, not as a system. In the pharmacy and in e-commerce, two products from the same brand could look like two different brands. ANVISA set a 2023 deadline for every brand to comply with the Regulatory Framework for Food Supplements.
Packs with dated design and heavy graphic effects had to be reworked: colours and typefaces, minimum size for mandatory information, and a nutrition table regulated by ANVISA.
The whole portfolio reviewed, updated and signed off by the nutrition regulatory team. More assurance and more consistency on the market.
Updating and bringing into compliance the entire portfolio of a brand with more than 400 SKUs, of which I handled more than 150.
The differentiator
Ingredients, allergens, nutrition table, warnings: this is the most regulated panel of the pack and the one that costs the most when it comes back wrong from the printer. Here it was treated as information design and not as leftover space: the table, the allergen in capitals because the regulation demands prominence, and everything legible at the real size of the carton, not on screen.
More than 150 SKUs to bring into compliance, in a team of three. What makes that possible is not speed: it is having a rule that states what is fixed on every panel, what varies by SKU and where the variation is allowed to enter. Every product became a version of the same file, not a new file.
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