Newer food packaging is simpler and more modern than it replaces, but similar enough to make it easy for brand loyalists to find ready-made Minute products. The design includes a fresh logo on the front of the package and recipes and cooking tips on the back that highlight the versatility of the product. So the right packaging can attract consumers, and how to improve efficiency is very important for you.
What Minute brand attributes does the redesign emphasize?
Quality, convenience, simplicity, relevance, uniformity/consistency, evolutionary, contemporary. Minute wanted to target the younger consumers and younger generation, but not alienate existing users. We wanted to convey that the brand is becoming more relevant and contemporary to today’s consumers.
How does the redesign convey that?
Patterson: Improved imagery, simple but eye-catching design, focus on core product attributes, graphic icons, clean and consistent design architecture across Instant and Ready to serve product lines, updated cooking directions/recipe ideas/copy.
While retaining its distinctive red background and brand mark, all product packages now feature a simpler design that incorporates a consistent cook-time call out, an updated logo and modern font.
What drives consumers to purchase our products: taste and convenience? We make sure that is always front and center, and then we provide those added benefits and added values as we progress with our consumers. Their needs change and we need to change with them.
Did you make any changes to the package structures?
This was strictly a redesign of package graphics.
What package structures were involved in the redesign?
Cartons (Instant, at top of the page) and sleeves (Ready to serve, above).
How have consumers reacted to the redesigned packaging?
So far, favorably overall. We’ll be getting more feedback from our consumer information team soon.
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