Wednesday, October 29, 2014


  • How do people identify products in a grocery store? 
    • People identify products by their color, brand, history, and reputation. 
  • How do they discover new things on the shelf?
    • A new product is usually seen on the shelf because of a new arrangement of the products on the shelf, or even a promotional side panel.
  • How does the context [grocery store shelf – high or low, with particular lighting, adjacent to other similar products, etc, etc] affect scale and legibility of text and image? 
    • Placement is everything when it comes to selling a product. Objects higher up seem to be forgotten about or more difficult to sell. You could chalk it up to people being lazy and not wanting to make the reach or the product is just out of their eyesight. Lighting is a great way to accent a product as well, specific lighting will make a product pop off the shelf or seem more inviting.
  • In what ways does packaging affect the user’s experience once it’s home? 
    • How you interact with the packaging is very important. Is it easy to open or access? Does it fit neatly into the pantry or the refrigerator. These simple thoughts will make a package so much more successful. If interacting with the package is easier and nice than there is a higher chance for a customer to buy that product again.
  • How might that be altered, improved, or made more meaningful?
    • Fixing it depends on the problem, it could be made easier to open, such as a pop top instead of a twist, the shape of the package could be change to fit easily into the fridge. 
  • How do various surfaces work together to tell a complete product story, including govt. regulated information?

The big picture
  • Product name?
    • Try Me hot sauce
      • cajun sunshine, tiger sauce, yucatan sunshine
  • Background information on the product?
    • Try Me sauces are a product from the Reily Food Company. They originally started with coffee and tea. Later on they started to distribute seasonings, condiments, dressings and baking products. Made in New Orleans, Louisiana.
  • What is the product description? (describe the product)
    • Try Me sauces bring a unique and diverse selection of sauces and seasonings. Flavorful and with a lot of kick, Try Me sauces bring a lot of flavor to any food. 
  • What are the benefits of the product?

  • What does the brand stand for?
    • Flavorful food, fresh and delicious. 
  • Any additional information that might affect the creative direction?
    • there is comic sans on one of the bottles. 

  • Current URL
  • Current tagline
    • "Our secret recipe delivers the spicy punch of select peppers without covering up the natural flavor of food."
  • Current social media
  • Current approach/positioning

  • Problem

  • What are the challenges in which the product/packaging must address?
    • The typeface choices are alright and there is a lot going on with the imagery. While they do capture the nature of each individual title and flavor, but I think there could be some refining.
  • Current packaging
    • Does it have any components?
      • Just a bottle and label, simple design nothing crazy special about it. 
    • Has the material already been selected, or is it still open for suggestion?
      • selected
    • What mandatory elements (logo, government requirements, net weight, barcode, price tag, etc.) must appear on the package?
      • Brand, Try Me, Flavor of the sauce, net weights, descriptions, nutrition facts, location of distribution, ingredients, barcode.
  • Competitors
    • Who are the competitors in the marketplace?
      • any other hot sauce really, Louisiana, Sriracha, Franks, etc.
    • Who/what are the competitors on the shelf?
      • Same as above. 

  • What is the key response we want from the product & package design?
    • an intriguing and attention grabbing design that will convince the customer that this is the best hot sauce. Something that gets across the spicy nature and does not waiver from the true taste of the content.
  • What is the current mode of appeal? Why? Would other appeals work better?
    • Judging by the casual type and the photo realistic imagery, I'd say a personal, almost homey feeling is their current approach. I think that it looks like something that belongs in the house hold or seems hand made, a sort of special sauce that is unique and a truly original recipe. I think that an intense approach could work in the sense that the flavor would be the main focus of the label. So for people who really want some kick to their hot sauce they would be attracted to this label.
  • What is the retail environment? (Is the product going to be displayed on peg board, shelves, point-of-purchase displays, etc.?)
    • Shelves.
  • Will it be available to the mass market or sold in a boutique shop, specialty store, etc.?
    • It seems that it is open to the mass market. It stands next to plenty of other products but needs to stand out more. 
  • Are there any other creative considerations
    • I really want to make this pop off the shelf. I think the imagery itself is really exciting and that they are appropriate.
  • Corporate colors, personal likes/dislikes, available resources such as copy, photos and/or illustrations?
    • Colors seem like darker tones, nothing really cohesive, the sauces are all individual flavors and have their own labels. 
  • What are the distribution considerations? (Is the product going to be shipped in dozens, 1/2 dozens, etc.)
    • I'm assuming boxes of multiples at a time.
  • What is the USP (unique selling point)?

The market segment
  • Who are we communicating to? (target audience, consumer)
    • people who really like hot sauce.
  • Demographics (age, sex, education, profession, household median income, area median income, location)
    • everyone and everywhere. everyone needs seasoning and sauces, it more depends on what flavor they want.
  • Psychographics (attitude, habits, hobbies)

Creative objectives & goals
  • Criteria for success (desired emotional impact, alignment with other initiatives, brand attributes)

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