Busy consumers in China were skipping meals. To make sure they weren't missing out on balanced nutrition, too, we created healthy, on-the-go meal replacement shakes to suit their nonstop lifestyle.
THE IDEA
Satiating and balanced meal replacement shakes.
For more than 140 years, the Quaker brand has been a conduit for leading-edge nutrition innovation. In partnership with our research and development teams, we introduced a streamlined meal replacement to help busy young urbanites maintain their momentum while staying healthy.
We experimented with grains, freeze-dried fruit, whey protein and other research-backed ingredients to come up with a beyond-satisfying solution. In four enticing flavors, from apple-pomegranate to oat and quinoa, our convenient meal replacement milkshakes promised to keep dieters full for up to four hours. For those mindful about weight, we capped the calorie count at 200 per bottle—and ensured that every calorie was nutritionally valuable.
THE DESIGN
Minimal yet high-impact design fitting for a smart calorie solution.
We called it SMART CALORIES—a reminder that each calorie was dynamic enough to satiate and serve a nutritional purpose. We knew our design had to reflect that impact. We set the Quaker logo (in modernist greyscale) and copy (in a clean, contemporary typeface) on a crisp white background, in a minimalist style befitting of the scientific ingenuity behind the shake. Semi-abstract shapes in splashes of brilliant color differentiated each flavor.
The look balanced the wholesome simplicity of the Quaker brand and the futuristic sensibility of the formula—and, with its optimistic, intriguing colors, suggested that being health-conscious didn’t mean sacrificing taste or variety. It all came in sensible, streamlined bottles small enough to throw into a bag and perfectly suited for a commute or fast-paced, action-packed day.
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