Background of supermarket shelves with products vector flat design illustration. Horizontal layout.
January 22, 2018 Comments Closed

A Brand Makeover: Packaging Test

Know what works before you change it!

A client wanted to redesign their packaging system across their entire product line – logo, branding, colors, imaging, product description, etc.

The mission?

  • Don’t alienate current users
  • Bring new natural product users to brand.
  • Make sure the new packaging system articulates their key brand pillars.

Three packaging themes were created and tested against current packaging.

CHALLENGES

  • Given the variety of products under the brand’s umbrella, defining the sample targets required a thoughtful approach. The target needed to be broad enough to find the packaging relevant as well as specific so that the product line resonated with them.
  • Obtain comparisons between the different packaging on various parameters such as intention to buy, likeability, color scheme etc.
  • Identify the appeal of various elements such as the images, the colors, the logo, the call out etc.
  • Determine how each packaging design performs on key brand promises identified in brand positioning.

INSIGHTS

  • Winning package design: Two of the new packages were very close.  One of the “top two” designs articulated the key brand pillars more clearly than the other.  This was the tie breaker.
  • While a clear winner was identified, the diagnostics revealed that there were elements within the current package design which were critical to success and needed to be included in the new design.

IMPACTS

  • A new packaging system was identified which supports all key brand pillars.
  • The brand incorporated the critical messaging elements from the current packaging system into the new design.
  • Products sporting the new packaging design landed on shelves in 2017.

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