Example 2
Client: Dairy producer
Situation: Major private label customer intended packaging range redesign; project initiated without consumer input; significant risk of designs being off-putting and confusing to consumers.
Solution: Rapid use of focus groups to gain insight on opportunities for improvement of current packaging, and feedback on both the retailers' initial design concepts and alternatives generated by the client and Axis. All conducted with the close involvement of the retailer.
Results: Design approach significantly amended, gaining good consumer approval in second round of research; relaunch resulted in significant volume uplifts for the range.