Jelly Belly Sport Beans Redesign Case Study
How do we improve this product both visually and functionally?
Identifying The Issues
The original Jelly Belly Sport Beans design, an initial foray into the sports nutrition category by a well-known candy company. This product sat on the shelf while its competitors were outperforming quarter after quarter. Market research and studies concluded that consumers were confused by the packaging, with it being too similar to its Jelly Belly candy offerings. And at that time in the market, portable electrolytes carbs were what consumers wanted, not just sugar.
The Process
The End Result
Improvements from bold branding to resealable zippers, while highlighting the product benefits have led to Jelly Belly Sport Beans being a mainstay in the sports nutrition market. The look is more suited to compete on a crowded shelf, and extending to new flavor additions have kept the product line fresh. The design has remain unchanged for 15 years on shelf.
My Role: · Brand Evolution · Art Direction · Photography Direction · Packaging · Apparel · Digital · Production