organic greek yogurt packaging redesign +
Intro - Our Team Jill Secrest Koby Trout Corey Mccue packaging designer industrial designer industrial designer Liah Perez Lena Laque-Almond Mary Stalter graphic designer graphic designer graphic designer
Intro - Our Challenge We were given the tast of redesigning Wegmans Organic Greek Yogurt packaging. Our client requested packaging that reflects the premium aspect of the product, while also maintaining the brand s tone. Sustainability and cost-effectiveness were also stressed as important aspects of the design.
Intro - About Wegmans - Founded in 1916 as a family fruit and vegetable company. - Started an organic farm in 2007. - Has an employee scholarship program. - In 2014, donated about 13.5 million pounds of food to local food banks and programs that feed the hungry. - 50,000 to 70,000 products (in the largest stores), compared to an average of just over 40,000 (according to the Food Marketing Institute) in most supermarkets. In this spirit, we set our goal to be the very best at serving the needs of our customers. Every action we take should be made with this in mind. We also believe that we can achieve our goal only if we fulfill the needs of our own people.
Process - Outline Research Ideation Refinement Final
Research Retail Audit We examined existing yogurt packaging to see what succeeds and what we can improve. We also looked at packaging of other products for inspiration. Interviews We asked others about their yogurt experience, to understand our audience s needs.
Research - Retail Audit Takeaways - Packaging plays a large role in what is seen as cheap or premium. - Yogurt packaging tends to use similar forms and graphics, so unique styles stand out. - Traditional graphics and typography convey a handcrafted, artisan tone. - Often packaging does not take account for the end of life, and whether the product can be easily recycled. - Many tradition yogurt cups are not sturdy when stacked.
Research - Interviews Our Audience Enjoys - Licking the lid. - Scooping out all of the yogurt. - Eating on the go. - Adding mix-ins. - Flavor over price. Our Audience Dislikes - When the lid rips. - When they can t get all of the yogurt. - Having to carry around a dirty spoon.
Ideation - Initial Exploration During our initial exploration, we adressed many issues that occur in yogurt packaging. We brainstormed on stickynotes, sketched possible solutions, and created simple prototypes.
Form Studies
Graphics and Branding Through our redesign of the graphics, we sought to express the premium nature of this high-quality product, while keeping in mind Wegmans brand. We decided to go forward with the idea of creating a subrand or brand by for Wegmans organic greek yogurt, keeping in mind that it should translate into other Wegmans products. Our three concepts were chosen to give our client, Wegmans, a wide variety of options that were very diverse in style and execution. These followed a specific idea: having a convential, safe approach, a modern, completely different approach and a compromise.
Brand By
First Concept - Conventional Brand Inspiration Brand Information Stacking Graphic Sketches Cup Sketches in e el in e el in e el pineapple organic greek yogurt pineapple organic greek yogurt pineapple organic greek yogurt in e el in e el in e el pineapple organic greek yogurt Pro - Fits with current Wegmans brand pineapple organic greek yogurt pineapple organic greek yogurt Con - Doesn t stand out
Second Concept - Modern Brand Inspiration Brand Information Stacking Graphic Sketches Cup Sketches Pro - Fresh/exciting Con - Not congruent with wegmans brand
Third Concept - Heritage Brand Inspiration homestyle heritage natural nostalgic elegant quality organic Brand Information SINCERELY Stacking Family founded since 1916 Graphic Sketches Cup Sketches SINCERELY g r e e k p e a c h i c SINCERELY O rga nic Peach G ree k y o g u r t o r g a n i c SINCERELY p e a c h o r g a n y o g u r t g r e e k O r g a n i c Pe a c h G re e k Y o g u r t SINCERELY SINCERELY SINCERELY O rganic Peach Greek Yogurt O rganic Peach Greek Yogurt O rganic Peach Greek Yogurt Pro - Interesting, but still fits with Wegmans Con - Could convey the wrong tone
Sustainability - 39% more yogurt cups per pallet. - 49% primary cube utilization vs current 29%. - 47% reduction in case blank size. - Moved from a shrinkwrap label to an in-mold label, which makes the product easily recyclable. Current Cases on Pallet vs New Design Corrugated Case Design
Final Form? Final Design Stacking The unique form is striking on shelf and stands out amongst competitors. The shape attracts new customers to the brand. The new design also stacks for better transportation of product by customers and Wegmans.
Brand Strategy - Sincerely, Wegmans Seal Lid We created a premium subbrand for Wegmans called Sincerely, Wegmans. This brand represents the consistent quality that Wegmans provides for its customers. Through traditional illustration and a seal form, it harkens to Wegmans heritage as a family company. The watercolor texture and handwritten typeface maintain Wegmans lighthearted tone.
Graphics - Typography Type samples ABCDE abcde ABCDE abcde ABCDE abcde We chose the display typeface Vidaloka to express the quality aspects of our brand and the script Cookie to convey the fun Wegmans style. We selected Georgia for our body text, because it is easy to read at small sizes.
Graphics - Color Theory We chose our colors based on our fruit illustrations. We wanted primarily bright, appetizing colors that easily cue the customer on the flavor the yogurt.
Final Model
Final Models in Case Configuration
Final Models Thank You