Shikatani Lacroix initiated extensive consumer research to understand the emotive needs of the core target group. Based on these insights, Shikatani Lacroix developed a range of unique package shapes and systems, in addition to label designs, that could effectively connect with customers at store level. Through the use of research, the final solution was the development of a proprietary bottle shape with a full color shrink wrap. The design direction leveraged the contoured bottle structure with bright flower graphics for the supplements line and a pregnant bottle shape for the prenatal vitamin offering. The easy-to-use flip cap was both tamper resistant and user-friendly. Through careful and thoughtful copy editing and maximizing space we were able to eliminate the outer carton, thus moving the brand to a more environmentally-friendly platform. Although the design process did explore a wide range of potential names, the name “Vivitas Woman” was selected by consumers for its ideal fit with the brand promise. To simplify the confusion and decision-making process at shelf level, the Vivitas line of products was segmented into relevant categories that meet a woman’s health needs throughout every phase of her life. The naming convention for each category is based on the product benefit and a specific need state. Strong color coding was used to visually help in clearly segmenting each category on shelf.