The brand, a leader in its category, was exploring different proposals to evolve its visual identity.
The goal was to evaluate new packaging, logo and iconography alternatives and answer a key question:
Which design can modernize the brand without losing its ability to stand out and be recognized by consumers?
Putting design to the test in the real purchase context
To answer this question, we conducted 2,000 online interviews with consumers in Spain and France. But we didn't limit ourselves to asking which proposal people liked best. We applied different methodologies to understand how each design performed from different perspectives:
Shelf Impact
To analyze its ability to stand out on the shelf.
Heat Map
To identify which visual elements captured attention.
COB (Choice On Board)
To assess and compare the response to the different packaging proposals.
This allowed us to analyze not only the aesthetics of each alternative, but also its ability to build the brand and generate a response from consumers.
The result provided a complete view to guide the evolution of the visual identity with consumer evidence.
The study made it possible to assess each design's potential to modernize and strengthen the brand identity, identifying which elements helped improve its perception and which could compromise its current codes. We measured its impact on key dimensions such as:
A visual evolution that makes sense, for a leading brand.
Research that combined creativity and consumer evidence to drive a more modern, relevant and solid brand identity at the point of sale.
