Rejuvenating Packaging Design
Background
One of the multi-national pharmaceutical companies based in Indonesia plans to rejuvenate one of its key, anchor brand in Asia and Africa markets. Since its launch 20 years ago, the pack design of the brand remained the same, whilst some competitors have changed their packs and make them look more modern.
Client decided to refresh the pack design to stay relevant to the target consumers in the respective market. Prior to the ‘relaunch’, the Marketing team would like to ensure the acceptance of the new proposed designs.
Objective
To examine how loyalist users accept the proposed designs whilst assessing opportunities to attract new users from other brands.
Challenges
Client needs to develop design which works across markets whilst not ignoring different brand’s life cycle in each respective market. Essensight was selected to be Client’s partner on managing cross-countries research projects, starting from designing research approach, conducting brief to local agencies, supervising throughout the fieldwork, and preparing synthesized report across countries.
How We Do It
During discussion with Client, we proposed to conduct reconvened groups to firstly identify brand assets/ equities currently owned by the brand, which later help the designer to prepare some alternative bridging designs.
It is then followed by the second stage which was focusing on identifying steps needed prior to implementing standardized, rejuvenated pack design across markets.
Solution
Results of the research helps the Client to make strategic decision and manage their investment in a more efficient way based on the clear insights.