Focusing on the brand objectives, we were able to elevate the premium cues and create a more distinctive look overall while greatly improving differentiation between platforms and flavors.
Based on the successful launch of the Perfect Portions format a few years ago, we were asked to address an emerging need to enhance navigation of varieties while maintaining the strength of the Perfect Portions communication and the premium cues of the brand.
This effort involved wide exploration of variations for balance of brand, navigation, and format communication. Strategic design differences were viewed by consumers in qualitative and quantitative research sessions. The testing focused on shopper-focused points of the brief with the understanding that the brand presence must remain strong.
EMOTIONAL IMPACT HEAT MAP — CURRENT
EMOTIONAL IMPACT HEAT MAP — PROPOSED
Through the results of qualitative and quantitative consumer testing we identified and honed the balance of elements that delivered the desired results. Focusing on the brand objectives, we were able to elevate the premium cues and create more distinctive look overall while greatly improving differentiation between platforms and flavors. The revised design creates stronger visual hierarchy and the layering of elements makes for a more impressive pack on shelf.
BEFORE
AFTER
The strength of the design helps retain a distinctive look and appropriate communication of the individual varieties and textures – even after the consumer splits the pack in two.
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