Background
The client faced several challenges in regards to packaging design such as the allignement of multiple stakeholders across the business and third parties. This often resulted in multiple coordination meetings and unsatisfaction at category management.
Recommendations
Implementing customer and market data into the packaging design process.
Data are the facts or figures from which Information is derived. They are not subjective. Creating a common, fact-based language for all stakeholders involved helps to get them alligned.
Results
What the client and the advertising agency said about the new process.
Client Packaging Department
«The in-depth insights about the customers ads a new dimension to the briefing process. Based on the partial unexpected insights a very clear picture of the customers and its
preferences can be drawn. It allows us to write a very detailed and customer-focussed briefing which helps the design agency to create target customer focussed designs. It also helps us
with the collaboration with the category, because all speak «the same language» regarding the customer.»
- Projekt Manager Packaging Design -
Design Agency
«When designing or redesign packages of product ranges the analysis of and insights about the customer and the market is essential for us. These insights allow us to develop
customer targeted and thus successful design solutions. It also helps us improving the collaboration with the client.»
- Creative Director / Partner Design Agency -