- Brand Strategy
- Packaging
- Portfolio Architecture
- Brand Guidelines
- Print & Production
Unilever have an incredibly strong and trusted portfolio of global brands of which Continental is one.
Brand Premiumisation
Research of their 'side dish' range (Rices, Pasta and Sauces) showed that there was a need to segment the category to meet consumer's carbohydrate needs, and also the needs of consumers wanting to trade up. We were asked to create a proposition, and then bring that proposition to life by evolving the packaging across the range.
Provenance and authenticity
What consumers of this category really valued was provenance and authenticity, so based on the proposition 'rices of the world' we designed a new pack to express this. For example the Risotto's use Mediterranean cues, the CousCous African. To give the product a more premium feel, and to reinforce the products quality ingredients we used a premium colour pallet, and box formats in favour of sachets. Iconography was then created and added to the packs to distil some of the barriers to cooking these products. The results? Having only launched in March this year the new designs have already grown their share of the 'side dish' category by 5.8%.
