RED DOT AWARD

The renewed product design of Nutriversum has won the Red Dot Design Award which is one of the largest design competitions in the world. The range of 53 different vitamins had to meet the food law requirements of 35 countries to create a unique but uniform packaging.

This year, a total of 3471 entries received the Red Dot Design Award, known as the Oscars of the design profession. In a very strong field, the Hungarian Nutriversum was awarded in the product design category. The prestige of the competition is reflected in the fact that brands such as Apple, Ferrari and Bosch were also awarded this year.

Simplicity, basic use of colours, rounded design elements or short friendly messages characterise the new Nutriversum packaging, which has been designed with the brand's core values in mind: minimalism, friendliness and sustainability.

"From a design point of view, the biggest challenge was how to differentiate 53 different products within a range while keeping them consistent. We had to find an illustration that would allow for a large enough number of variations and that could be adapted to a wide range of products," says Armin Fetter, the Head of Marketing at Nutriversum.

During the planning, the focus was on the many legal obligations that are specific to the food industry, which in many cases vary from country to country. So, the design had to be created to ensure that every aspect of the brand complied with the food labelling requirements of the countries where their products were marketed. For example, they could not use pictograms or words on the packaging that could mislead the consumer into believing that the supplement could be a substitute for a healthy lifestyle or a balanced diet.

"Many people don't realise how difficult it is to create a design system that can distinguish hundreds of items from each other while still being a single unit. An important consideration was to design packaging that a family would be happy to leave on their kitchen counter because it would decorate the kitchen. The difficulty of the task is illustrated by the fact that although this year's renewal was 'just' a facelift for the brand, it took the team nearly 1.5 years to complete." - adds Armin Fetter, the Head of Marketing at Nutriversum.

In addition to design, Nutriversum has also introduced a completely new concept in the choice of packaging material, focusing on sustainability. Instead of the vitamin boxes that everyone is familiar with, their vitamins are now in 100% recyclable, smooth-closing sachets. With this solution, they produce around 2 tonnes less plastic waste per year. This is achieved by reducing the weight of the packaging material, as a classic vitamin box weighs on average 25 grams, while their new solution weighs only 5 grams. This reduction in weight and size also has a direct impact on transportability and storage factors, further strengthening their sustainability efforts.

Furthermore, from October 2023, customers will be able to find waste collection stations in Nutriversum stores. With this initiative, Nutriversum wants to motivate its customers to collect plastic and metal waste selectively, in return they will receive special discounts or products. This innovation is part of a long-term strategy to make Nutriversum a sustainable brand in the nutritional supplements market.