But their packaging design didn’t reflect the high quality aspect of their supplements.

Dr. Harvey’s saw a 20% increase in year over year comp sales and glowing reviews from existing and new customers, both individuals and boutique pet shop owners.

The old design was outdated and did not reflect the forward moving direction of the brand or the high quality of ingredients used in the formulations.

The Right Look

We worked closely with the team at Dr. Harvey’s early in the design process to identify the right visual cues for the products. We explored a variety of different options before landing on vintage botanical illustrations. The botanicals anchored the packaging firmly in the history of herbal treatments and scientific discoveries. We felt like this foundation instilled trust in the product, and also emphasized the all natural qualities of the ingredients.

To help ease existing customers into the redesign, we utilized the color cues in use on the old packaging. For example, customers who were used to buying the “Health & Shine” product just needed to find the design featuring the blue elements they were familiar with. The botanical illustrations also functioned as an identifier for one of the main ingredients used in the formulations. The old design faded into the shelf, while the new white and clean design stands out and shines a spotlight on the products.

How did Buttermilk make it better?

Since introducing the new packaging for their supplements, Dr. Harvey’s has garnered attention from The Dieline, an industry leading blog for packaging design. The design was also featured in the prestigious 2016 Regional Design Annual published by Print Magazine. But really what is important is how this redesign has impacted their business: Dr. Harvey’s saw a 20% increase in year over year comp sales and glowing reviews from existing and new customers, both individuals and boutique pet shop owners.

Capabilities Utilized

Strategy Packaging
Design System
Digital Illustration