Revitalizing retail: transforming a national grocery retailer’s brand packaging

In the highly competitive grocery sector, standing out on the shelf is not just a matter of choice but a necessity. Our recent partnership with a leading national grocery retailer underscores the power of insightful research and strategic design in redefining brand packaging for success. 

The Challenge

The retailer faced a pivotal challenge in their quest to align their store brand’s packaging and logo with their core message of offering high-quality products at an attractive price point. With two potential design strategies on the table, decision-makers needed a clear direction based on hard data and consumer feedback across five key product categories.

Our Approach

Employing a holistic research methodology, we initiated an Online Packaging Evaluation Study aimed at dissecting consumer reactions to the proposed designs. This multi-faceted approach included:

– A Virtual Shopping Exercise to gauge potential sales impact

– Recall & Timed Findability tests to assess brand visibility and recognition

– Concept Evaluation to dive into the effectiveness of each design in motivating purchases while identifying any barriers- A Package Highlighter Exercise to pinpoint which elements caught the eye or caused confusion

Breaking Ground and Breaking Through

Initial findings were telling—neither design convincingly broke through or demonstrated the desired alignment with the retailer’s value-driven positioning across the evaluated categories. However, this was just the beginning. Armed with detailed insights into ‘why’ the designs fell short, we were able to craft targeted recommendations for refinement.

Triumph Through Optimization

The reinvigorated designs emerged from the retesting phase not just as improvements over their predecessors but as clear winners. The chosen packaging effectively communicated the retailer’s message of quality and value, striking a chord with consumers. Today, the optimized design not only outperforms the original but also continues to bolster sales and brand perception in an ever-evolving marketplace.

Conclusion

Our journey with this national grocery retailer stands as a testament to the transformative potential of integrated consumer insights and innovative design. By understanding and acting on the nuanced preferences and perceptions of their target audience, the retailer has successfully repositioned their store brand as a leader in quality and value.