Are your products feeling a little… lost on the shelf? Are sales plateauing, or worse, dipping? Do you feel like your brand message is getting drowned out in the noise? You’re not alone. We see it all the time: fantastic products with underperforming packaging. It’s like having a star athlete in a drab uniform – the potential is there, but it’s just not shining through.
For Petals®, a beloved local brand, this scenario was hitting close to home. They were facing a perfect storm:
- changing consumer tastes
- a marketplace flooded with competitors, including increasingly popular imports
- packaging that simply was cutting through
Their brand, while familiar, felt like it was fading into the background.
Sound familiar? You might be ticking these boxes:
- Stagnant or Declining Sales?
Let’s face it, flat-lining sales are a business owner’s nightmare. And often, without realizing it, underwhelming packaging is the silent saboteur, failing to capture attention and drive those crucial impulse buys. - Weak Brand Recognition?
In a sea of sameness, generic packaging adds friction and suffocates brand identity. Are you struggling to forge a memorable connection with your audience? Is your packaging failing to tell your unique brand story? - Retailer Demands Feeling Like Roadblocks?
Navigating the ever-evolving landscape of retailer requirements – from sustainability mandates to specific display formats – can be a packaging design headache. Are you feeling the pressure to comply, but unsure where to even start?
The team at Wave Marketing, the company behind Petals®, had an advantage going for them. They had proven from previous market experience that they had a quality product, but their packaging wasn’t doing it justice. That’s when they partnered with ShelfImpact, ready to shake things up and unleash the hidden potential of their brand and packaging.
Unearthing the Hidden Gems
We didn’t just jump straight to pretty pictures. Because ShelfImpact is built on a foundation of strategic thinking, we kicked off a six-hour deep-dive “rediscovery journey” with Wave Marketing, and our process unearthed some crucial insights – all pointing back to the power and potential of packaging. We focused on the following three areas that we need to win on:
- Packaging Needed to Connect with the Core Customer.
We realized Petals needed a packaging design that truly resonated with “Ma’dam Boss” the modern african entrepreneurial wife-mother-householder-neighbour, their primary target audience. Packaging that not only appealed to them visually but also spoke to their aspirations, values, and daily needs. It needed to be packaging they would confidently choose, use, and even recommend. - Packaging as a Brand Ambassador (Inside the company & out).
It wasn’t just about external appeal. We recognized that packaging, in its design and messaging, could also become a powerful tool for internal brand alignment. Merchandisers and the entire Petals® team needed to understand the “soul” of the brand – its origins, values, and vision – and see how the packaging visually embodied that. This internal buy-in was crucial for consistent brand delivery at every touchpoint. - Packaging Messaging for Clarity & Impact.
Clear, concise, and compelling messaging on the packaging itself became a key focus. We understood that the packaging needed to speak volumes in a fleeting moment on the shelf, instantly communicating quality, value, and brand personality.
Building a Packaging Powerhouse
The ShelfImpact Framework™ provided the structure for how the Petals® packaging would transform, and distilled the following:
- Crafting the Brand Voice (Visually).
We translated Petals® brand voice into a visual language for their packaging. This meant selecting fonts, colors, imagery, and structural designs that collectively spoke to their target audience – confident, caring, and quality-conscious “Ma’dam Bosses”. - Purposeful Packaging Messaging.
We helped Petals® pinpoint their core brand purpose and distill it into concise, benefit-driven messaging that could be strategically placed on the packaging to encourage purchase. No more generic claims – this was about communicating why Petals® was the right choice. - Roadmap to Packaging Success.
We developed a clear, actionable plan focused on embedding these brand values and messaging directly into the packaging design. This wasn’t just a cosmetic makeover; it was a strategic packaging overhaul designed for measurable results.
Where Strategy Met Stunning Visuals
Working hand-in-hand with Wave Marketing, we brought the ShelfImpact framework to life through a comprehensive packaging redesign.
Brand Identity Refresh—Manifested in Packaging
A refreshed logo and entirely new packaging designs were created to communicate modernity, confidence, and premium quality. The packaging became the hero of the brand refresh
Touchpoint Consistency—Starting with Packaging
New brand guidelines were developed to ensure that the powerful new packaging visual language was consistently applied across all brand touchpoints – but packaging led the charge, setting the visual standard.
Employee Engagement—Fueled by Packaging Pride
While not directly packaging focused, the new packaging became a symbol of the brand’s revitalization, fostering a sense of renewed pride and ownership amongst employees. This internal boost indirectly contributed to the overall success.
Blooming Results—Smart Packaging Pays Off Big Time
The transformation wasn’t just aesthetic; it was a game-changer for Petals. The results spoke volumes about the power of strategic packaging design. Here are a few notable highlights.
4x Sales Growth
Within their existing markets, Petals experienced a sales explosion! The new packaging was captivating shoppers, even in smaller “tuckshops,” leading to a dramatic increase in sales volume.
Retail Expansion into Mainstream Giants
Suddenly, doors that were previously closed swung open. Mainstream retailers like TM Pick n Pay and OK Mart, recognizing the revitalized brand and compelling new packaging, welcomed Petals onto their shelves. Packaging unlocked access to new markets.
3x Employee Productivity Boost
The refreshed brand and impactful packaging weren’t just for customers. Internally, employee productivity soared. Staff felt more connected to the brand, more motivated, and more efficient – a testament to the power of a cohesive brand vision, visually anchored by the new packaging.
Factory Efficiency Gains
Even factory efficiency improved! While seemingly unrelated to design, the renewed focus and engaged workforce (partially inspired by the brand revitalization evident in the packaging) led to reduced waste and optimized processes.
Key Takeaways—What could happen for you
Local Brands Can Dominate. Don’t underestimate the power of a local brand with a globally competitive packaging strategy. Strategic, visually compelling packaging levels the playing field and allows you to confidently compete with international giants.
Your Packaging is Your Employee’s Cheerleader Too. Engaged employees are brand ambassadors, and packaging can be a powerful symbol of brand pride and revitalization, driving internal success as well as external sales.
A Clear Packaging Roadmap is Non-Negotiable. Don’t just guess at your packaging design. A strategic, well-defined packaging plan – like the ShelfImpact Framework – ensures consistent brand implementation and measurable results
Is your product packaging whispering on the shelf when it should be shouting? ShelfImpact can help you unlock the untapped potential of your packaging design. Let’s help you bloom boldy to growth!
Let’s talk here.
