bid for the
Jacqui Rosshandler likes
to think of herself as the
“doctor of fresh breath.”
Her company, Jacquii, makes
Eatwhatever, a two-part
breath freshener that consists
of a gel cap of peppermint
and parsley seed oils and a
sugar-free mint. Eatwhatever,
which retails for about $4.99,
became popular in New York
City specialty shops, but
big retailers balked at the
product’s provocative pack-
aging. To address that prob-
lem, Rosshandler recently
partnered with Arthur
Shorin, former CEO of the
sports card and novelties
company Topps. And last
February, she tapped New
York City–based Mada
Design to develop new
packaging for Eatwhatever.
The revamped packages hit
the shelves in July.
BEFORE FIRST IMPRESSION Rosshandler wanted Eatwhatever to have distinctive colors that would stand out in the checkout aisle. The e in the logo was designed to look like a Pac-Man character. “We were looking for something fun,” she says. But many retailers felt the packaging didn’t clearly indicate the product’s purpose and that the logo was hard to read.
SPREAD: EATWHATEVER: KELLY KOLLAR ( 6); EXPERTS: COURTESY SUBJECT ( 4)
The spine of the package included
directions to suck and swallow, in
reference to the mints and the gel caps,
which are formulated to eliminate odors
from within the stomach. The phrase, of
course, has other connotations as well.
“It’s a bit naughty,” Rosshandler says.
“Some stores were hesitant to put it on
The foldout design allowed the
gel caps and mints to be
packaged separately in a single
container. Though Rosshandler
liked the distinctive look, the
package was too bulky to fit
in a pocket. Plus, some
customers felt the design
made the product look
medicinal. “It scared people
a little bit,” she says.
Stop trying so hard. Rosshandler is trying too hard
to convey too many things on a little box: the name,
the mint leaves, the two steps. And like most con-
sumer food packaging, it’s too literal. It’s green like
everything else in the mint category. There’s even a
picture of the product on the package, even though
it’s not visually interesting. The company needed
something high contrast, but this totally blends in.
Charles S. Anderson, chief creative director, Charles S. Anderson Design
Get me rewrite. Even more than new design,
this company needs better copywriting. The
product name is now very readable, and the
package construction is better. But the name
Eatwhatever is misleading; it sounds like a diet
pill. There’s no clear explanation of why this
product requires two steps to freshen breath.
And the copy on the foil packs is vulgar.
Louise Fili, president, Louise Fili Ltd.