Purity Life (a Division of SunOpta) produces a wide range of natural health products under various brands. It identified a market opportunity to launch an innovative family of supplement products tailored specifically for women. The challenge was that most products within the Vivitas line were issue-related (i.e., Melatonin as a natural sleep aid). Shikatani Lacroix initiated extensive consumer research to understand the emotive needs of the core target group. Based on these insights, SL developed a range of unique package shapes and label designs that would effectively connect with customers at store level. A contoured bottle design and bright flower graphics were developed for the supplements line and a pregnant bottle shape was created for the prenatal vitamin offering.