Before & After Krusteaz: http://bit.ly/2ehz7pK
Can’t stop won’t stop. Every week we bring you The Dieline’s Top 10 packaging projects and articles to inspire and boost creativity, but why stop there? Our 5 Questions With series allows us to sit down with the best of the best here on The Dieline and dig deeper into these fascinating projects, from the design process to the biggest challenges.
Today we are asking 5 Questions to Tether, a Seattle and Portland based studio. We wanted to get deeper into their Before & After project, Krusteaz.
1. Walk us through the design process that you went through for this project.
Tether: To start, we defined a range of visual positioning territories—articulated through concept statements, emotional mood boards (how consumers feel about baking), and initial design expressions (how they shop the category)—which we put in front of consumers to measure and listen to their reactions. We also evaluated the equities that existed within Krusteaz’s current brand identity/logotype. That process yielded clear winners for food styling, typographic direction, and overall mood, as well as validate that its current logo wasn’t broken. We then generated a range of package designs expanding the preferred design direction into a visual system that addressed the broader portfolio architecture. Once those designs were narrowed down through client input, we made iterative design variations that were evaluated via neurological testing. The selected package design was validated by consumer’s unbiased brain activity and emotional reactions amongst the competitive shelf-set. Not only did we learn what consumers preferred, but why they preferred it. The results were fascinating, and we discovered that the initial, intuitive designs we developed were more effective than some of the more analytical refined work. In other words, we had developed a great package design early-on, but had nearly overthought it.
