Updating our brand design was a big decision.
It wasn’t exactly broken, but it wasn’t exactly how we wanted it, either. And because we already have big product development plans underfoot, we need to make sure we have a look which can grow with us.
But it’s more than that. We haven’t come from a stuffy tradition – we’re all about putting a modern, innovative twist on really great classics such as humous, babaganoush and… well that would be giving too much away right now!
I like to think our humous has personality, rather than being a bland-and-boring, tried-it-all-before, just another flavoured humous product. So I wanted our packaging to reflect that.
Something vibrant, which would “ping” off the shelf but still feel smart. Something different, where we could use the packaging to give a better “flavour” of the “flavour” inside.
But not too different, because obviously there’s a risk our customers won’t recognise us on the shelf.
And a design that will grow with us, because we’re not planning to stop coming up with new ideas, any time soon.
Although I’m a great believer in gut instinct, it doesn’t do any harm to have a sense-check. The last thing we want to do is annoy our customers – I try to always have in mind how they’re the most important “ingredient” in our business.
So aside from asking family and friends for feedback, we also ran a little low level research online, pitting one design against the other, without saying which was the old and which was the new.
Happily both were well-liked, but the new one was felt to be more modern and striking – which is what we’re looking for. We also listened to some of the feedback from this research, tweaking it a little; for example making sure all the text is easy to read.
Well, It’s great to see that British Airways Club Class passengers have already given us even some feedback with their feet and their appetites – we already have our snackpots on board in the new branded packaging, containing a small pots of our dips and delicious Crosta and Mollica breadsticks.
I hope you like our new designs as much as I do. Look out for our new pots on shelves soon.