As everyone knows, redesigning the packaging of an established brand is fraught with difficulty. Too extreme a redesign and you run the risk of shoppers not recognising their favourite products, resulting in a drop in sales. Too subtle, and the packaging doesn’t look refreshed and new shoppers aren’t encouraged into the brand which restricts future growth.
This is the challenge that faced the team at Taylors of Harrogate earlier this year.
When a brand undertakes a redesign, the first step is typically to put the packaging into some form of research and this is exactly what the team at Taylors of Harrogate did with their roast and ground coffee and speciality tea range.
The chosen approach was on-line, showing shoppers visuals of the display. The issue that Taylors faced was how to present the new designs at the best quality possible.
Sodalite set to work creating three-dimensional models of the roast and ground range in all of the major multiples.
When the Taylors team saw the quality of the displays they quickly commissioned the same approach for the tea category too.
Tony Jerodiaconou, Managing Director for Sodalite said “Many of our clients want flat imagery to communicate their category visions. This is a very cost effective approach but for Taylors we needed to ensure maximum quality so the team spent many hours modelling each product individually to ensure maximum quality was maintained. So fastidious was the work that retailer specific shelf edge labels were also created”
The result of this approach was a display that is hard to differentiate from a real fixture in store.
Paula Goude said “Working with Sodalite has been a really pleasurable experience. Nothing was too much trouble and everyone in the team were amazed at the quality of the visuals”
The research has now been completed and the team are waiting for results before moving to the next stage of the redesign.