Recognizing the Power of Packaging: The 'Effectiveness Awards'
Designalytics recently named the winners of its second-annual Designalytics Effectiveness Awards, launched in partnership with packaging design platform Dieline, recognizing strong packaging redesigns that have been instrumental in driving brand and sales growth.
For this year’s competition, brands and their creative agencies submitted package redesigns launched in the U.S. between July 2018 and July 2020 for consideration. Designalytics selected five brands across CPG categories (one grand prize winner and four runners-up) whose designs contributed “mightily” to double-digit sales increases, according to the company.
The Effectiveness Awards uses an entirely data-driven winner selection process to judge sales performance in the marketplace and quantitative consumer testing of each design.
“Increasingly, consumer packaged goods companies are realizing that design is a significant driver of brand growth, particularly when it’s guided by objective, strategic decision-making," Steve Lamoureux, CEO and founder of Designalytics, said in recent media release. "This is a fact — a bottom-line reality that Designalytics is uniquely positioned to illuminate, and our award winners provide powerful and inspirational proof points."
Grand Prize Winner: Dark Horse
Manufacturer:E. & J. Gallo Winery
Agency Partner:forceMAJEURE
Brooklyn-based ForceMAJEURE led the redesign effort, which leaned into the brand’s beloved horse iconography, according to Designalytics. The agency also assigned a bold color to each varietal, adding some “pop” and making the line easier for consumers to navigate. The effort resulted in a 15% year-over-year increase in sales for Dark Horse following the brand’s relaunch.
Four Runner-Up Brands
Dove (body wash)
Manufacturer: Unilever
Agency Partner: forceMAJEURE
Unilever's Dove body wash used a heightened sensory experiences with new ingredient imagery for its redesign, resulting in double-digit sales growth and exceeding 20% in the body wash category for the first time.
Morningstar Farms (plant-based meat)
Manufacturer: Kellogg
Agency Partner: Design B&B
This packaging redesign modernized the brand, played up taste appeal and aimed to better differentiate product varieties. Changes to the hierarchy of communication helped consumers locate specific products more easily and realize the breadth of the brand’s offerings. As a result, Morningstar Farm’s sales grew by 14% following the relaunch.
Theo Chocolate (holiday chocolate)
Manufacturer: Theo Chocolate
Agency Partner: Internal design team
Seasonal packaging for a premium chocolatier's line of holiday products amped up holiday cheer and gifting appeal. The updated packaging increased Theo Chocolate’s sales by 37% compared to last year’s seasonal packaging, with a 120% sales increase in the grocery channel.
Fat Snax (keto cookies)
Manufacturer: Fat Snax
Agency Partner: Interact
This challenger brand boosted distribution and sales at brick-and-mortar retailers with a bold, cheeky look that appeals to mainstream cookie consumers and health-oriented buyers alike. The new design increased retail sales 94% after the relaunch. Notably, sales in Whole Foods stores that had carried Fat Snax prior to the redesign increased by 46% after the new design was introduced.
See the complete list of Designalytics Effectiveness Award winners and download full report here. Submissions for the 2022 Designalytics Effectiveness Awards begin later this year. Entries can be submitted through the Dieline Awards platform.
