BACKGROUND
As the company continues to grow and expand its product offerings, including new sizes and flavors, there is a need for a refreshed packaging design that reflects this evolution. The goal is to create packaging that not only showcases the variety but also appeals to a wider audience, enhancing the brand’s presence in a competitive market.
THE BRIEF
We had been consulted to develop a new packaging design for Yum Yum Sausage Roll that effectively communicates the diversity of product sizes and flavors, appealing to a broader and diverse audience, to strengthens brand recognition in the marketplace.
REQUIREMENTS:
- Versatility: The packaging must accommodate different sizes (e.g., mini, standard, large) and flavors (e.g., classic, spicy, cheese, vegetarian).
- Brand Consistency: Maintain the brand’s identity and values while introducing new design elements.
- Shelf Appeal: Ensure the packaging stands out on shelves and attracts customers’ attention.
- Informative: Clearly display essential information, including flavor, size, ingredients, nutritional information, and any certifications (e.g., organic, vegan).
OUR APPROACH
Our strategy for redesigning Yum Yum Sausage Roll’s packaging involved several Key phases:
- Research and Discovery: We started by conducting thorough market research to understand consumer preferences in the savory snack sector. We analyzed competitors’ packaging and performed a deep dive into emerging design trends in the food and beverage industry. Additionally, we explored customer feedback to identify pain points with existing packaging and determine what new elements would resonate with both existing and new customers.
- Brand Audit: We performed a detailed audit of Yum Yum Sausage Roll’s brand identity to retain the key elements that have contributed to its success over the years. This included maintaining core colors, typography, and iconography that are synonymous with the brand, while introducing new design features to highlight product variety and freshness.
- Design Concept Development: Multiple design concepts were developed, each showcasing the range of product sizes and flavors. Clear and appetizing imagery was prioritized, with the use of vibrant, modern typography to communicate essential product details at a glance. The designs also incorporated visual cues to distinguish between the different flavors and sizes, making it easy for consumers to choose their preferred option.
- Sustainability Focus: With a growing trend towards eco-conscious consumerism, we placed emphasis on selecting sustainable, eco-friendly materials for the packaging. This not only aligns with Yum Yum’s commitment to quality but also positions the brand as environmentally responsible, appealing to a wider range of consumers.
- Prototyping and Testing: After developing initial design concepts, we created prototypes and conducted consumer testing. Feedback was collected on packaging usability, attractiveness, and clarity of information. Based on this feedback, we iterated the designs to ensure maximum appeal and functionality.
- Implementation Plan: We developed a detailed implementation plan to ensure a seamless transition from the old packaging to the new design. This included setting production timelines, cost estimates, and coordinating with packaging suppliers to ensure quality and timely delivery. We also worked on creating in-store displays to support the launch of the new packaging.
RESULTS
- The newly designed packaging for Yum Yum Sausage Roll has successfully enhanced brand recognition and strengthened its position in the market. The refreshed packaging is visually cohesive and modern, making it easier for customers to differentiate between the various sizes and flavors. Its vibrant design and clear information ensure strong shelf appeal, while the use of eco-friendly materials has bolstered Yum Yum’s reputation as a socially responsible brand.
- Feedback from consumers has been overwhelmingly positive, with many praising the design’s clarity, ease of use, and appealing aesthetic. As a result, Yum Yum Sausage Roll has seen increased sales and customer engagement, along with heightened brand visibility. The refreshed packaging has also allowed the company to effectively launch new sizes and flavors, broadening its market presence and attracting a more diverse customer base.