Sunday, August 26, 2012

Science assists packaging redesign for Ciao Bella Gelato

Original package didn't appeal to buyers
Hunter Communications recommended reading from:
Packaging World

Link to article:
Science informs design to perfect gelato pack

There are product packages that are beautiful and well-known. Some even win awards for packaging design. Then there are the ones that actually SELL. New York-based gelato and sorbet brand Ciao Bella had a well-known, beautiful, award-winning package design that communicated the special, artisanal quality of the product.

But that package fell short on informing consumers enough of the product's ingredients and flavors to actually convince ice cream shoppers to pick up and buy the brand from a crowded store freezer case. Then a new product testing innovation allowed the brand to test up to 6.7 million variations in packaging to determine a new version that keeps the beauty and gives consumers what they need to decide.

Excerpt: "Artwork for the intensely flavored, all-natural line of gelatos and sorbets was originally created in 2000 by Wallace Church, a New York City branding firm that subsequently won design awards for its bold vision for the brand.

But as Ciao Bella discovered over the next nine years, beautiful, bold artwork does not always translate into product sales. Explains Deborah Holt, vice president of marketing and natural sales for Ciao Bella, “Our challenge was that while the package looked great on the shelf, it wasn’t necessarily selling the gelato and sorbet.” To take its packaging to the next level, Ciao Bella and design firm Interact On Shelf employed a unique innovation technology from Affinnova, Inc. that allowed them to test a virtually limitless number of concept variations—6.7 million, to be exact—with current and potential consumers to identify the top concepts.
New packaging adds flavor and ingredient artwork

The resulting design, which combines the bold, color-drenched brand equity of Ciao Bella with new elements that assist consumers in picking the product up off the shelf, has been shown to outperform the former design by 65%."

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