Project

MiraFAST: NPD

Project

MiraFAST: NPD

Mirafast banner

Mirafast banner

Objective

Our goal was to develop and launch Magnesium-based soft chews to deliver fast relief you can trust, while leveraging MiraLAX’ gentle equity. MiraLAX megabrand strategy is to expand across constipation relief and daily care JTBD, with approachable and good-for-you solutions. Fast relief is a key JTBD for constipation sufferers, but oftentimes is coupled with fear of side effects.

Key Services

Brand Identity, Brand World, Packaging Innovation, Graphic Innovation, Graphics Business Protection

Core Team

Michael Scrivana, Monica OMalley, JD English

Outcomes

3rd Fastest Scaling Launch in the Digestive Health Category over the past 5 years. #1 Laxative Soft Chew SKU (30 Count) #2 Overnight Laxative SKU (30 Count)
$14MM in Retail sales YTD (9 Months into launch)anticipating ~$20MM in 2025. Expected retail sales of ~$25MM in Year 1.
Accounting for 54% of the total MiraLAX brand retail sales growth YTD in 2025.
Strong retailer support & consumer buzz with ABOVE category benchmark repeat rates.
Developed design internally within rapid timeline of 3 weeks inception to design lock.

Launch

Q1’ 2025 - North America

Brand Identity

Our Team developed a MiraFAST identity as part of the portfolio expansion that highlights speed and the MiraLAX equity.

mirafast pack design

Pack Design

We leveraged our established design system to create the MiraFAST Pack Design, maintaining a simple and intuitive approach, our focus was on heroing the product format and conveying the benefits in an approachable way.

Pack Innovation

The team has developed a new pouch format for the MiraLAX portfolio. This innovation enhances product differentiation within the line and the broader category, while effectively utilizing the established design cues to emphasize the convenience of 'on-the-go' consumption.

mirafast moa

mirafast chews

Brand World

We visualized the new product using our brand assets and distinct brand world across different channels and activation touchpoints. Flexing the visuals to highlight speed, while still reinforcing gentle cues & water.

Mirafast graphic adaptation

Graphic Adaptation

The team executed color work to ensure print accuracy and consistency with high quality standards upheld from design intent while inline with the brand colors.

We Are PX

We Are PX