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Transforming market presence: How packaging redesign drove Dr Organic’s double-digit growth
Client Challenge
“Faced with an evolving market, we wanted to refresh our packaging, bringing it into line with consumer expectations while delivering against our core brand objectives.
Mindlab worked with us to scope a brief which took our design concepts through consumer testing which added credibility to our new direction, both within the business and with external partners.”
Stephanie Matson, Group Head of Marketing, Dr Organic
Research
The new designs needed to:
- Demonstrate seamless product range navigation at point of sale.
- Exhibit exceptional visual impact on the shelf, enhancing brand visibility.
- Harmonise with the brand’s established brand identity and embody the brand’s core values.
We tested three new design options against the current design on four important product types. A series of implicit tests were conducted to understand consumers’ initial reactions to the new designs, including aspects such as range navigation, automatic standout, brand fit, and element standout. We also asked consumers direct questions to gather more detailed feedback.
Findings
In our findings, the new packaging showed improvements in consumer appeal, shelf performance, and product associations across all measures. One design route stood out with clear preference scores and positive feedback both implicitly and explicitly.
However, the research also identified areas for improvement, such as enhancing brand name visibility, spacing design elements evenly, reducing excessive imagery that may distract from the brand, and using a clear typeface for labels. It was also suggested to clearly define the intended use of products.
"Our package of research identified a clear route forward, which we moved forward to implementation across our 170-product strong portfolio. Since then, the brand has delivered double-digit growth, global expansion, and within the UK, we have secured listings with major new retail partners."
Stephanie Matson, Group Head of Marketing, Dr Organic
