{CONDIMENTS I B2C | UK, USA, BRAZIL}
BUSINESS OBJECTIVE
Unilever wanted to harmonise the Hellmann’s jar globally to drive higher packaging production efficiency and reduce costs, without compromising the brand’s values or diminishing consumer appeal. As part of achieving this goal, the Consumer Technical Insights team wanted to firstly map the consumer-packaging experience and secondly define the paramters for packaging re-design.
From experience mapping to design guidelines...
Designed and delivered a consumer-focused program in the UK, USA and Brazil to ensure that the global packaging redesign would meet both production and market demands:
Experience Mapping: Conducted a comprehensive ethnographic study to map out the consumer experience with the Hellmann’s packaging from shelf to disposal.
Consumer Journey Analysis: Explored how packaging impacts consumer decisions from purchase to usage, identifying key emotional and functional drivers.
Design Analysis: Facilitated consumer workshops to explore physical parameters, sensory characteristics and design attributes that contribute to a positive purchase, usages and consumption experience.
Material Analysis: Assessed consumer perceptions of different materials, examining the trade-off between sustainability and convenience.
Concept Testing: Tested new 2D design concepts with consumers to ensure that the packaging changes did not disrupt their perception of the product’s quality and the brand’s values.
Prototype Testing: Ran workshops to assess the usability and appeal of packaging prototypes, ensuring they met functional and aesthetic expectations.
Packaging Redesign Guidelines: Delivered detailed guidelines for the global redesign, ensuring the new jar maintained brand consistency and met production efficiency goals.
New look, same values...
The Hellmann’s jar was successfully harmonised in most key markets, using the same plastic jar design to achieve greater cost efficiency. However, in Europe, where the move from glass to plastic posed a risk to the brand’s perception, the glass jar was retained to safeguard Hellmann’s prosperity and consumer trust in the region.
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