I sought to create an emotional connection between the consumer and the product by ‘feeding into’ the craving. The hope is that one will be enticed into opening the package, thus eliminating their dependence on sugar.

The direct mail concepts are structured around simple and clear messaging. Their graphic nature is appealing and kind, as well as straight to the point. In the midst of clinical and dry mailing, the personality of the brand, as well as its simplicity of use, are highlighted.