Organic + Science + Doctor Developed = Healthy and Great Tasting

Brand design by Moxie TM for an organic ready-to-drink meal replacement set to launch this fall.

New York, NY (PRWEB) November 2, 2009 -- Consumers caught up in today's stressful, hectic lifestyle will now benefit from Orgain, a new organic ready-to-drink meal replacement. Developed by Dr. Andrew Abraham as part of a personal diet regimen, Orgain fills the void in the functional beverage category by offering an organic, nutritional alternative packed with vitamins, minerals and antioxidants.

Targeting males and females in a wide age range of 18 to 75; the product can be used as a meal replacement, post-workout recovery drink, or a healthy snack between meals.

To develop the brand's vision and voice plus graphically communicate the special attributes, Dr. Abraham turned to Moxie TM Inc., a New York-based brand design and development firm. The result is a full range of consumer touchpoints for the brand, including the brandmark, taglines, packaging graphics, consumer collateral, promotional materials, the website and tradeshow booth. Point of purchase and shipper cases are also currently under development.

"My desire to communicate the unique, clean and healthy elements of Orgain led us to the name and brand design," says Dr. Abraham. The name Orgain is a combination of the word "organic" - reflecting the high quality organic ingredients, and the word "gain" - to illustrate that these ingredients help one achieve optimal health. "Therefore, we wanted a brand identity that illustrates the purity of the ingredients inside while being visually appealing to consumers who demand the highest quality from their food sources," he added.

Moxie TM's challenge was to create the perfect balance between superior organic quality, health and science. "The brand design is modern and clean while also fresh and flavorful," says Tammy Vaserstein, Creative Principal of Moxie TM. "Our objective was to create an overall brand identity and vision that introduces an organic ready to drink meal replacement with superior nutritional benefits developed by a doctor."

Moxie TM selected a fresh palette of colors - white, grey, silver foil and a touch of bright organic green for the package, an 11-ounce tetra pack. Flavorful photographs of the ingredients convey organic and delicious. "By establishing the fresh and modern look with simple photography and a splash of color, we set the stage for all of the other brand communication touchpoints," says Vaserstein.

The collateral materials and website feature photographs of fresh fruit and vegetables and introduce images of people of all ages engaging in different activities. Fun and clever taglines such as, "We are whey better," and "'O'h so good" give the brand a voice.

"Working with Moxie TM has been rewarding," says Dr. Abraham. "I searched for a company that shared the same style, vision, and professionalism that I felt would make Orgain successful. Moxie TM was committed to understanding what Orgain is about, and their creativity in the design has resulted in an entire brand identity and voice that we have extended to all of our consumer collateral, the website and tradeshow booth," he added.

Wegman's supermarket, Whole Foods, and Fairway Market are currently carrying Orgain's chocolate and vanilla flavors.

It will also be available in over 1,000 natural food stores by December 2009. Future plans include extending the product line to offer more varieties and flavors.

About Moxie TM Inc.
Moxie TM Inc. is an international brand design and development firm with offices in New York and Miami. For more information, visit www.moxietm.com.

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