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TopShelf Strategy-led Packaging Re-Design

TopShelf Strategy-led Packaging Re-Design

Supply – TopShelf Packaging

A family owned company, TopShelf make delicious artesian dips and condiments, free of preservatives and from the best ingredients. Looking to evolve their brand they undertook an energetic but off-brand packaging refresh that ultimately led to poor visibility on shelf and a loss of perceived quality. This resulted in a sharp decline in sales, delisting from supermarkets and an eventual phone call to Supply for help.Working closely with the team at TopShelf we initialised a series of workshops to identify their market, and the values of both the product and the brand. From out of these insights we built a design-led strategy, and developed a packaging system that embraced what makes TopShelf unique; natural, batch-made, local, honest, a premium staple and artesian.In collaboration with designer Emma Rogan, we created a concept of artful plating presented through bespoke brush marks, natural ingredient accents that suggest taste, and crafted typography. Finally we placed the product in all clear packaging resulting in a product that consumers could see and trust, with a strong shelf presence.TopShelf quickly experienced a 430% increase in sales within four months of the new packaging launch without any supporting traditional marketing. They’ve been restocked into supermarkets, and have been gaining rapid momentum through new placements.

CREDIT

  • Agency/Creative: Supply
  • Article Title: TopShelf Strategy-led Packaging Re-Design
  • Organisation/Entity: Agency Commercial, Published
  • Project Type: Packaging
  • Agency/Creative Country: New Zealand
  • Market Region: Oceania
  • Format: Pot
  • Substrate: Plastic

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