Packaging is an important element of the brand experience – it does more than communicate features and benefits, it also impacts how consumers perceive a brand. When a brand extends across several different products, packaging is most effective when it clearly and consistently communicates the overall positioning of the line and sets distinct roles and personalities for the sub-brands within the line.

A multinational consumer goods company in the midst of repositioning its brand had developed alternative new package designs. Blessed with an established brand with a strong following, the client wanted the new package to appeal to current customers but also help expand the brand franchise.

MSI devised a research approach in conjunction with our partner Cheskin, a respected authority on packaging and design, to identify the most preferred package design across product lines and the one most consistent with the desired positioning. Following an exploratory phase of research conducted by Cheskin, thousands of face-to-face interviews were conducted nationally to understand which of the designs was most appealing, evoked the greatest purchase intent, and fit best with the new positioning.

Based on that intelligence, we formulated a consumer-focused rationale for selecting the best package design and provided recommendations for further enhancing the package to achieve client goals.