introduced to the market in summer 2014, PROVIOTIC is a purely vegan probiotic available exclusively at juice press. knowing that most nyc consumers were already well versed in what probiotics are, v.1 of the brochure aimed to catch customers eyes with a playful cover while offering a serious, scientifically-based explanation of the product on the inside.
in answer to the title question, "what the heck are these probiotic thingies?" v.1 of the brochure offered the explanation, “probiotics are miniature robots with micro-laser blasters that are programmed to kill bad bacteria residing in your digestive system.”
credits: creative concept for the cover is the work of marcus antebi, founder and ceo of juice press. proviotic product photo, manipulation of gun (built from a stock photo), and brochure design are my work. writing and revising are a collaborative effort of rachel eisenpress and myself, based off of directives from the juice press team.
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v.1 of the brochure
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v.2 of the brochure
the next wave of this brochure is set to hit stores before the new year. stay tuned.
v.2 of the brochure will be released shortly after the travel size/starter size hits stores. juice press felt the messaging via humor and a toy gun no longer resonated with a consumer who might not be engaged in a great product if the messaging was taken lightly. thus, v.2 offers a more factual tone, including minor updates to the text and photos.
