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Spain’s leading honey brand, Granja San Francisco, realized that its online consumers were not perceiving key product features on the digital points of sale. They needed a solution to effectively communicate the product’s key purchase-drivers for “online packaging”.
We analyzed their brand positioning, detected key purchase drivers for each SKU and tested the “standard” packaging to optimise it accordingly.
Audit & research phase
We used artificial intelligence (AI) tracking technology, which emulates the behavior of the human eye, to analyze Granja San Francisco product images ins the same way as a shopper browsing the website would.
The AI tracking showed us whether the content was communicating what it needed to communicate – e.g. whether it was aligned to goals – and whether or not the message was digestible (uncluttered).
On the positive side, the design was uncluttered and the branding showed good prominence, but the product sub-brands and enhanced flavors were performing poorly. Overall, the packaging was not aligned with the desired messaging hierarchy. We found room for improvement.
Design Phase: Optimized ePackaging
The Optopus design team created optimized ePackaging images – or “mobile-ready hero images” – using 2D & 3D software to increase the visual impact of the products. These were created according to learnings from the AI testing combined with the defined e-content hierarchy.
The new e-Packaging design, with optimized label and product finish, improved the overall legibility of the masterbrand, product branding and the “0% Drip” flash. In addition, other key purchase drivers such as the “Vitamin C” flash gained visibility compared to the non-optimized ePack.
We retested the new e-Packaging design and the results showed improved performance on all three metrics of analysis (goal alignment, digestibility and clarity). The mobile-ready hero images showed improved clarity of the key elements – making it easier for the consumer to recognize the brand, the type of product and its benefits more quickly.
