These cookies will be stored in your browser only with your consent. A packaging redesign mission is not a one-man effort. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. Lowkal. You hold important keys and information to your particular product/situation (i.e.. competition/category technological advances, past sales tracking, your inventory cycle etc…)  that only you know, and clear communication with Catalpha can help leverage that into a successful best outcome. While the new packaging concepts did indeed cut down on materials expenses, testing showed that the current design performed much better with shoppers. We also use third-party cookies that help us analyze and understand how you use this website. This ‘mason jar’ look has become an iconic symbol for their brand to this day. They ran each concept through an online virtual shopping test, where each respondent evaluated one of three cells (one benchmark or one of two redesigned package cells). My Red Tea: #1 on Amazon in Less Than a Year Our tea branding design and tea packaging design for this Rooibos tea product helped take this new brand to #1 on Amazon in their category, and Amazon preferred. Chemical Household: Hard Surface Care. Packaging Design, Catalpha Advertising & Design, Inc.6801 Loch Raven Boulevard, Towson, Maryland 21286888-337-0066 • (410) 337-0066. • Never hesitate to get a packaging professional like Catalpha involved in your project, even if you have in-house resources. Simplified messaging. • Calculating the Cost of Product Packaging, • Follow This 10 Steps To Designing Packaging That Sells Your Product. 02 December 2020 10:24am. What is structural packaging design? Reduced Cost Through Package Redesign: A 9.8 Percent Decrease in Cost of Packaging Materials ... Arnold Packaging goes beyond your expectations with how we push beyond that benchmark to capture ongoing cost savings at multiple points between the … In chapter three, he discusses the redesign process: from managing a client who may be attached to the old design, to launching the new identity. Custom photography was done for each flavor, accented by some of the ingredients that go into the mix of each toffee. In addition, they lacked the ‘storytelling’ aspect of what what drives the Dave’s Sweet Tooth Brand. Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. ... BoldtSmith Packaging was brought in by a toy manufacturer to redesign 300+ retail SKUs following the Amazon Certified Frustration Free Packaging (FFP) guidelines. CF Napa Brand Design's Case Study of Valentine Distilling Co. Packaging Redesign and How the New Look Led to 400% Growth. Their in-house capabilities got them to a point on a new product that they felt was on the right track, but lacked the professional finish needed. With detailed reasons of why they were undertaken and what insights were used to direct design. Of course, that is IF you do it right. Case Studies. Knowing ahead of time the full scope of products and issues to deal with is key. I’ve read in some places that besides placing the parcode on the box an FBA seller also needs to place the same barcode over the bubble wrap … Countless studies have proven that packaging drives purchase intent, product satisfaction and repeat purchases. But opting out of some of these cookies may have an effect on your browsing experience. Don Keller. Necessary cookies are absolutely essential for the website to function properly. This website uses cookies to improve your experience. A unique family story behind the company founding and its current direction under the founders son. Product photography was re-shot, positioned and enhanced to highlight the advances of their RapidFusion Technology and their brighter UV dyes. With the lumber and pallet industry setting all-time high prices this past June, many companies are looking for ways to save money and eliminate damage.A manufacturer of copper metal needed to reduce the amount of damage their pallets were getting. The leaves are several times sweeter than sugar but with zero glycemic indexes. Melbourne foodservice company worked with Percept in Sydney on this packaging redesign project for the labels of their brand's entire product range. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it allows us to learn from … It is mandatory to procure user consent prior to running these cookies on your website. This left the back for the health and therapeutic benefits, and while still a very important reason and benefit to purchase, great attention was paid to keeping them clear and to-the-point, and spread the benefits to include those that are solely comfort-based. Redesigning offers you the opportunity to rethink your packaging, bring it up to speed and kickstart product sales. One of our packaging redesign objective was to keep it minimalistic. CF Napa Brand Design's Case Study of Luna Nuda Packaging Redesign and How the New Look Allowed the Brand to Gain Distribution. Johnsonville’s World-Famous Sausage, now in Strips! In celebration of turning 18 this year, the Capsule team takes a look at some of the things we have learned on our journey to adulthood. • Keep a keen eye on your competitors - not only on product offerings and advancements, but visually at a retail level as well. He closes with a series of case studies from renowned designers who have transformed company logos, packaging, websites, environments, and marketing materials, while … The old packaging design had the conventional dairy imagery along with the image of the product or its main ingredient. With over 30 different sprayers grouped under several levels of use and application, we were tasked with developing a totally restructured visual strategy for their packaging. Traditionally, McDonald‘s restaurants were largely standardized and consumers knew what to expect when they entered any one of its restaurants: They would walk up to the counter to … Case Study. Before moving forward, they decided to test the new designs to determine if one would do a better job of maintaining sales compared to the current design. This ’Brand Cap’  allowed for a color change that was used for identifying the Category Levels of Consumer (logo on blue field) and Industrial (logo on black field). Take a look at the BEFORE and AFTER images now! The iconic kraft paper look of the original design was kept, but the decision was made to shift from printing directly on to a kraft stock, to printing full color on a white stock allowing the use of full color photography and branding elements. Case Study 5: Function Optimisation. From a powerful repositioning strategy to a full branding and packaging redesign, they brought to life their client's commitment to share the love for their sacred lands with the world.Background:Licoreras Cihuatán, the only rum producer in El… Have the start of a great package but lack the skills or resources to get ‘er done? Industry Leaders TricorBraun and Bona Partner on Packaging Redesign. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. They were producing approximately one million units each month, a process that required … The client was able to halt the new packaging design before it ever went into production, saving them well over $500,000 in redesign and production costs, as well as the risk of a significant loss in revenue. A manufacturer client had historically good sales with the current packaging of a specific frozen food item, but they realized that they could be saving money on materials if they reconfigured the product’s packaging. What is structural packaging design? It’s Number One! At the Packaging Council of Australia’s 2012 Australian Packaging Design Awards, Truly Deeply was awarded gold in the ‘Health and beauty’ category for the TOM Organic packaging redesign. Neither of the new designs would be able to maintain the brand’s sales – each dropped in on-shelf noticeability, pick-up rates and conversions to sale. On the front, the logo was reworked for a more premium feel, and a clear beauty shot of the product revealing its heart of memory foam established clearly what the product was. We knew we needed a unique structure that didn’t hide this and a look that went beyond 'medical necessity’  to pure comfort zone. The bright green single serve package was geared towards college kids. The existing die-cut pouches, while unique in shape, had very little in the way of identifying their unique and growing  flavor combinations. The Challenge. A large beauty of the sprayer being held in hand or on back gives clues to size and capacity. NuCalgon Came to us with a unique situation on one of their product lines and the current competitor landscape background. A manufacturer of copper metal needed to reduce the amount of damage their … If the consumer still isn’t convinced, we invited them to have a squeeze to see for themselves! •  Evaluate opportunities to effectively and/or economically update your brand and/or packaging, • Take the effort to evaluate every aspect of how your packaging/brand interact and resonates with your customer. Case Study Solaris Paper knew that by undergoing a packaging redesign for their entire range of SKUs, it would improve their chances of increasing marketshare for their Livi brand. I’m so much worried because in that case it will look a little bit strange if all this information is included in packaging design… 2) My product is set (3-5 pieces in one package). The perfection, the lustre and the design of the package is what first draws a customer to the product, especially the … There was always a balance on having a look that was, fresh, soft, comfortable, while still getting across each product’s actual health and wellness benefits, without the stodgy ‘medical device’ look. Enhance the appearance of the packaging using IML technology. Redesign to boost sales. • Collaboration between you and your design source is critical. This drop in sales can partly be attributed to the change of colors and effects resulting in less bright and shiny packaging … Starbucks introduced a new identity and branding in 2011. Lowkal uses a patent-pending process to … However, rather than having closed sides, we designed a sleeve that using the shape of the pillow, that could stand on the shelf or hang form a hook, and that allowed interaction with the pillow itself through open sides. Case Study | Meat Manufacturing Line Redesign. • Maximize your redesign leverage to push the envelope beyond your competition. The clean white background on new packaging … Where their products were heavy on the medical jargon and imagery, Catalpha helped guide their transition into a premium comfort/lifestyle brand, usable anytime in any household, by anyone desiring a more comfortable life.Two areas that we have focused on previous packaging for their products was1) With a company name like Contour, looking for opportunities in the package structure to make sure each products unique ID and contoured benefits through form itself were as apparent as could be when packaged.2) Many of these products are in pillow or cushion form, but with there medical benefits might get lost in the sea of normal, commercially available soft goods. Making the shift from online sales to retail, changes needed to compete in a retail, on-the-shelf environment. The leaves are several times sweeter than sugar but with zero glycemic indexes. Our range of packaging solutions will showcase your products, grow your brand and support your business. Solo, a leading German manufacturer of agricultural and lawn & garden equipment presented Catalpha with a a multi-task packaging redesign and brand refresh for their US line of sprayers. case study focus: research, design & development It’s in the Bag: HAVI Helps Granulated Products Manufacturer Identify Packaging Redesign Opportunities A large U.S. manufacturer of consumer and industrial granulated products sought help in assessing its packaging and developing a redesign to enhance its brand image … Lowkal is a natural coconut sugar with stevia blend. First consideration was Brand recognition and consistent use of logo. This is based on a case study by The Branding Journal.It’s considered a packaging redesign failure dubbed the “Tropicana Crisis”. Case study: creating connected packaging for TetraPak. • Don’t hesitate to hold on to what is working, and elements that reinforce your brands essence. Silver and Gold used as a main differentiator between Ultimate and Ultimate/UV, with secondary level titling clearly positioned. Secondary Indicators for Home & Garden, Farm & Landscape, Industrial/Commercial are indicated by text and color coded flag in upper left corner. In January 2009, Tropicana launched new packaging for their best-selling product that, within two months, led to a 20% sales drop equivalent to … Appartment 103 has created a whole new world for Salvadoran rum brand Cihuatán. Conceptualisation and packaging redesign for a natural coconut sugar with stevia blend. Contour Product Packaging Design Based on their Brand Look. Where their products were heavy on the medical jargon and imagery, Catalpha helped guide their transition into a premium comfort/lifestyle brand, usable anytime in any household, by anyone desiring a more comfortable life. Here are 4 case studies that show WHY a makeover was needed, HOW it was approached and the RESULTS of the redesign. Case study: creating connected packaging for TetraPak. See it in action in these projects. Use of metallic stock + matte inks accentuates the look, the facets of the package catching light on the metallic, countered with matte black background. Working within the existing iconic jar shape pouch, Catalpha developed a colorful and descriptive format that calls attention to each unique flavor. Click to Read Our Case Study & More. Tropicana packaging – Case study 2009 & 2012. A manufacturer client had historically good sales with the current packaging of a specific frozen food item, but they realized that they could be saving money on materials if they reconfigured the product’s packaging. CF Napa Brand Design's Case Study of Duckhorn & Decoy Packaging Redesign and How the New Look Allowed for a Price Increase. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. The customer sought Best Packaging’s help for recommendations on small pieces of equipment. So, Catalpha designed a structure that played off the clients concept of not packaging inside a closed box. There are many important roles to be filled in order to ensure the packaging redesign launch goes on without a hitch. A different take on traditional toffee packaging - using labeled plastic screw cap jars, and carrying that theme to die-cut pouches to carry the look. Case Studies. Try these blog articles: • Calculating the Cost of Product Packaging• Follow This 10 Steps To Designing Packaging That Sells Your Product. packaging redesign made the boxes stand out on the store shelf, while at the same time making a significant contribution to the environment thanks to improvements in sustainable packaging and supply chain optimizations. The website reports on the importance of branding within marketing strategies and how it empowers organizations and shapes consumer behavior around the world. Packaging Redesign. Solo was currently using several iterations of their logo, some outlined, some with shadows, embossed, etc.. Our solution was to create a anchored home for the logo, in a clearly defined arched shield at the top of the package, large and free from distraction. This particular product was recently redesigned with an improved contoured shape and features. A bright color-coded bar tied to the toffee name was added, along with a flavor descriptor that emphasizes Daves punchy persona and down-home, home made feel. With consistent use, all of these visual elements work together to guide and educate the buyer, helping to sell product in retail environments where sales assistance is often minimal at best. In this case-study we will find main reasons. Completely redesign the packaging using distinctive design to improve visibility of the product. It was apparent the the competition had pilfered not only product offering, but package structure, visual styling, product level coloring and even logo brand treatment!…. Case Study: A Redesign with Punch Customer feedback showed that the packaging didn’t speak to their target market. Whether its an old design that no longer stands out, or your product has ‘outgrown’ its original design because of new features or new competition has entered the market. Considerable time was spent with client input on learning the exacting details that separated each sprayer, what points consumers were shopping by, the competitive environment, the clients leverage in the sprayer category, and what had been tried in the past - both failures and successes. Don’t hesitate to call Catalpha. It was the opportune time for them to break out of the sea of competitors! Considering a packaging redesign? SPINX Digital came in with a modern website redesign for APC Packaging, giving the well established company the website design it needed to better connect with its clients. Click to Read Our Case Study. These cookies do not store any personal information. This involved creating a visual identity system that would allow consumers easily compare Solo products and determine which would best fit their needs. Basically, it's designing packaging that works as great as it looks. Lowkal. Click to Read Our Case Study. Packaging Conceptualisation & Redesign. Still need more info? A restful reclining in-use shot shows the all-night comfort benefit. Turns out the clean ingredients and organic approach appealed to health conscious women and moms. As they develop new products, the need arises to package it in a form that 1) remains true to existing branding and 2) still highlights that particular product’s unique selling point.The Challenge: Contour Products a manufacturer and developer of premium contoured products with amazing health and therapeutic benefits. Highlight this “brand persona’ not only in visuals, but in tone of copy as well. • Be diligent, especially with your logo, to adopt consistent visual usage practices. 02 December 2020 10:24am. Tropicana packaging redesign failure is the on of the marketing disaster occurred due to change of brand logo. Clearer communication between product levels was defined. Posted by Case Studies. Hard Surface Care. A flag was added to emphasize that this is Gourmet Toffee, and not your average mass produced toffee. Tropicana Case Study This is based on a case study by The Branding Journal. Here’s a brief case study of the dairy product packaging design. The hierarchy needed to differentiate between, > Category Level - Consumer /  Industrial. Explore the case study to see how we updated this website through a new user experience strategy and fresh imagery. POP was also designed to compliment the package redesign and push sales within stores. Packaging Conceptualisation & Redesign. The reasons to redesign your package are varied but they usually boil down to one thing - lack of sales. These are products that you can use day to day, not just use as a medical aid when needed.After several successful package design projects, we were called in to tackle the Leg Pillow. Specials; Case Studies Many with an existing line products already on the market. A full line of unique, delicious gourmet toffee flavors, hand made small batches. In January 2009, Tropicana launched new packaging for their best-selling product that, within two months, led to a 20% sales drop equivalent to a loss of $30 million dollars. The final part of the visual strategy is the’ Application Icon Wheel' in lower right corner. They created two new packaging concepts, both of which had the potential of saving them more than $2 million annually in packaging production costs. Featuring a clean, bright and ombre-like design, this colorful refresh will roll out across the country beginning in October, the company says. Packaging Redesign Custom Study / Case Studies. Catalpha has been an ongoing resource for Contour as they grow their product line. Consumer Behavior Case Study - REPOSITIONING MCDONAL D’S. In my opinion, the orange with a straw was a clear illustration of … Below the Brand Cap, a textured photo panel was used to further divide product levels… water drops on green for lowest price point products, drops on blue for mid-point products and red brushed stainless for high point commercial/industrial products. hbspt.cta._relativeUrls=true;hbspt.cta.load(244422, '7388b675-a346-43c0-a2a2-69bca2c090da', {}); Topics: Click to Read Our Case Study. Starbucks introduced a new identity and branding in 2011. Logo branding shield was simplified. Case Studies / Reduce Through Redesign. Our package format reading from top to bottom gives the consumer multiple indicators of the level of product they are considering, and where it fits into the Solo family. This builds your brands equity in the eyes of consumers. • Packaging redesign • Created opportunities for retail partnerships • Website design and development • Copywriting ... case studies, testimonials, and biographies • Billboard ads • Social media ads • Banner display ads • … The study pointed to a number of deficiencies in the new designs, so InContext recommended changes in key package elements to ensure any future package redesign would capture sufficient attention at the shelf, reinforce their brand equity, and get shoppers to pick the products up off the shelf – and buy. After redesigning their packaging in 2009, sales for their premium orange juice dropped 19%. In celebration of turning 18 this year, the Capsule team takes a look at some of the things we have learned on our journey to adulthood. In this case, they wanted to make sure the new packaging … McDonald’s is a ubiquitous part of life in both American and global culture. Case study: Pallet redesign from packaging engineers. CF Napa Brand Design's Case Study of Charles Krug Packaging Redesign & How the Winery Experienced Double Digit Growth. As they develop new products, the need arises to package it in a form that 1) remains true to existing branding and 2) still highlights that particular product’s unique selling point. • Look for opportunities to market to other audiences. Products include items such as kitchen towel, toilet tissue and facial tissues. The Branding Journal is an independent online journal that publishes information and resources about branding strategies worldwide.. We get that a lot. In use images in the band below reinforce the sprayers targeted use. The client turned to InContext to run a custom research test through cloud-based virtual simulations, in order to save time and money and glean more detailed insights compared to traditional testing methods. It’s considered a packaging redesign failure dubbed the “Tropicana Crisis”. A unique package/branding system that screamed PREMIUM and in a retail setting to be picked up and noticed. I’m so much worried because in that case it will look a little bit strange if all this information is included in packaging design… 2) My product is set (3-5 pieces in one package). Chemical Household. Color, and iconography played important roles as did  ‘layering’ and controlling the amount of details presented, based on the hierarchy of the product in terms of price point and use. In this case, they wanted to make sure the new packaging concept would continue to maintain or increase sales for both the brand and category. Case study: Pallet redesign from packaging engineers With the lumber and pallet industry setting all-time high prices this past June, many companies are looking for ways to save money and eliminate damage. Simplify material planning and manufacturing flow by using a single lid for both hot and cold filling. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. Take a look - perhaps there are similarities with your packaging. A manufacturer of copper metal needed to reduce the amount of damage their pallets were getting. • It pays to have the knowledge of someone familiar with structural engineering involved when thinking outside the box. All details  both strategic and past attempts that can be laid on the table at the onset for evaluation is key, • On a scale this large, consistency is important for consumer understanding, breaking from the format causes confusion. The respondents participate in three primary exercises: They also tested noticeability–visual salience–and findability through InContext’s Visual Attention Analysis (VAA), which predicts what shoppers will notice about a scene in the first 3-5 seconds, and then applies it to your concept in a virtual store environment. We work with many established clients that already have an established brand look. Sometimes a subtle shift in look and tone will be more inclusive to those not necessarily considering your product. Did you know: you can see all of Marketing’s highly-transparent case studies first and with stunning high-resolution glossy … You also have the option to opt-out of these cookies. This website uses cookies to improve your experience while you navigate through the website. • Develop a look that is flexible and can grow cross platform. A lesson in when you have a product thats main reason to buy to buy is obscured. Many large companies have strict brand guidelines that spell out brand do’s and don’t on everything from logo, font and color use to photography styling. Case study: Pallet redesign from packaging engineers With the lumber and pallet industry setting all-time high prices this past June, many companies are looking for ways to save money and eliminate damage. The Drum Network Tricks of the marketing trade. Lowkal is a natural coconut sugar with stevia blend. This category only includes cookies that ensures basic functionalities and security features of the website. By this time you’re starting to warm up for the task … Their number and arrangement controlled by product price point… the most icons reserved for the higher price point products and scaled down in count for lesser priced products. Challenge Our customer was a fast-growing, exclusive and innovative sports shoe producer with high demands Find out how our redesign for cheese crisps food packaging and branding resulted in a 60% sales increase in 6 months. • Designing packaging for a large family of related products is possible but takes planning. See it in action in these projects. This promoted content is produced by a member of The Drum Network. We'll assume you're ok with this. From the clients initial iteration of the graphics, Catalpha softened the visuals with more white and a softer faded edge. Case Study Riviana Foods approached Sydney creative agency Percept Brand Design for their packaging redesign project. Its beveled structure stands out from the boxy norm and its indented middle begs to be gripped and pick up. Based in Sydney, Solaris Paper, are a division of Asia Pulp Paper. The Drum Network Tricks of the marketing trade. Packaging Engineer: tasked with ensuring the utility of the product and the overall supply chain We were initially contacted years ago to help with an initial rebranding in an a strategy to make their product line less ‘medical’ and more comfort/healthy lifestyle, opening up retail channels beyond just retailers that sold medical devices. Find out how our redesign for cheese crisps food packaging and branding resulted in a 60% sales increase in 6 months. to the point that at a retail level, on-the-shelf differentiation between several brands was nearly obliterated. This promoted content is produced by a member of The Drum Network. My Red Tea: #1 on Amazon in Less Than a Year Our tea branding design and tea packaging design for this Rooibos tea product helped take this new brand to #1 on Amazon in their category, and Amazon … Case Study. We get that a lot. Basically, it's designing packaging that works as great as it looks. Below are 4 packaging redesigns projects. Sparkling Ice sparkling waters, a brand of Seattle-based Talking Rain Beverage Co., showcased the packaging redesign of its Sparkling Ice +Caffeine, in all six flavors. Daves, however came to us with the desire to expand on their existing pouch concept. All this in a format that would leverage Solo brand recognition, be consistent, applicable to a wide range of package sizing, and be understandable to the consumer and in a bilingual format. The overall redesign allowed for each of the unique offerings to shine on their own while holding together an iconic brand look that can be added to as new flavors are developed. • Recognize your products USP - unique selling proposition, and if your current packaging isn’t making the most of it - redesign so it is. They made the wise decision turn to Catalpha Packaging early enough to strategize a total brand shift in updating their packaging to reflect the premium level their product had reached. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Refreshed packaging design offers … Indeed, since this initial work was completed, several new seasonal offerings were added to the mix, as well as redesign on the full set of labels used on the plastic jars to carry this theme completely through as well as merchandizing POP to boost retail sales. Here are a few examples of how Accord works with our customers to improve their packaging: The situation: A major manufacturer of personal care products asked us to help streamline their packaging operation. Having just updated their formula, this was an optimum time to do something about it. Current state of packaging presented several major issues including no clear distinction between product use or application, scattered and disconnected messaging and inconsistent logo treatment and brand identity. Conceptualisation and packaging redesign for a natural coconut sugar with stevia blend. Daves Sweet Tooth’s line of gourmet toffee had several things going for it already. Get to Know the Product.