EN

CaseStudy

Pack Design for Roast & Ground Coffee

Qualitative Research for optimisation of Packaging Design

Challenge

To redesign the pack to maximise standout on shelf whilst conveying brand ethics, strength and flavour cues.

Solution

A shopping pre-task to determine current perceptions and behaviour followed by a series of qualitative Product Labs™, which explored motivation for choice in the category and how these were being matched (or not) by the range.

Creative tasks using images, shelf mock-ups and pack design challenges allowed respondents to elucidate their ideal design for the coffee packs and clarified the role of each piece of on-pack information in product selection.

Outcome

The Product Labs™ gave crystal clarity on 5 key areas that the pack design had to address, 3 of which were underperforming and a clear route forward. In addition, the research generated clear insight to the decision-making strategies consumers adopt at the coffee fixture.

The packs for the range were redesigned and the brand successfully relaunched to great feedback from both the sales team and customers.

Back GET IN TOUCH