Designalytics

It’s that time again… we’re thrilled to announce the winners of our fifth annual Designalytics Effectiveness Awards! These awards are driven entirely by data—based on sales performance in the marketplace, as well as rigorous quantitative consumer testing. The 10 winners created impressive redesigns that sparked sales increases of up to 30%. This year’s winners are: CVS Beauty and its agency, CBA Design USA (Grand Prize) Mr. Clean and its agency, Chase Design Group Smirnoff Ice and its agency, Design Bridge and Partners Partake Brewing and its agency, Designsake Studio Pure Protein and its agency, Beardwood&Co. Vermont Creamery and its agency, Pulp+Wire Dove Men+Care and its agency, forceMajeure Creative Agency Organic Valley and its agency, Moxie Sozo Purely Elizabeth and its agency, ptarmak Laird Superfood and its agency, STONE Strategy & Design Each of these savvy brands—and their exceptional creative agencies—showcase just how powerful design can be in driving sales. We’re proud to have such an impressive slate of winners yet again. You can see the full list of the winners and download the free report—which includes the strategies and tactics these brands used to create winning designs—at the link below. We’ll be sharing much more in the coming days. Congratulations to all of our winners! Download the report → loom.ly/lXTfUD0 #designmeetdata #awards #brands #branding #cpg #data #designs #marketingstrategy #redesign #packagedesign #dielineawards CVS Pharmacy Procter & Gamble Diageo 1440 Foods Unilever

The folks at Packaging Strategies highlighted CVS, the Grand Prize winner of this year’s Designalytics Effectiveness Awards! 🏆 loom.ly/c0JyCuo #designmeetdata #packagingdesign #packaging #redesign #analytics #cpg #visualdesign #brand #branding #branddesign #consumerinsights #marketresearch #datadriven #data CVS Pharmacy Elainne Roberton Heather Corkery

Dove Men+Care’s body wash redesign won a Designalytics Effectiveness Award in 2022… So why would the brand change the packaging again so soon? Because along with its agency, forceMajeure Creative Agency, the brand recognized that complacency can be corrosive, and even a best-in-class design can be improved. Plus, they knew that men’s views on skin and body care had been changing. “The American man has evolved in how they take care of themselves. Understanding the consumer and the skin and body-care issues they struggle with was important for the brand moving forward,” said Michelle Mak, creative director at forceMAJEURE. The new look cleaned up yet again. In the six months following the updated design's launch, the Dove Men+Care’s body wash sales grew 7% compared to the same period the prior year. It seems great design is a gift that keeps on giving for this brand—see how they created another brand-boosting (and award-winning) redesign: loom.ly/tVQYZn0 #designmeetdata #awards #brands #branding #cpg #data #designs #marketingstrategy #redesign #packagedesign #dielineawards Unilever Kei Hayashi Laurent Hainaut

Purely Elizabeth faced a number of important questions when redesigning its packaging, including: How could the brand best convey the natural deliciousness of the product within? A window showing the product inside seemed to make sense—after all, that was the category convention, and how the brand had showcased its granola on shelves for years. Yet the teams at Purely Elizabeth and its agency, ptarmak, saw an opportunity to better communicate the product’s taste and texture and subvert those conventions. “Swapping the window for photography allowed us to introduce a dynamic and disruptive element that differentiated the packaging from most of the competitive landscape,” said Hannah Bruce, creative director at Ptarmak. That was just one part of the strategic and impactful changes the brand made to its design, and consumers loved the new look. During the year following the launch of the redesign, the brand's granola sales grew by 27%. Learn how Purely Elizabeth and Ptarmak focused on flavor and the unique story of its founder to create a winning redesign: https://loom.ly/REBI3IA #designmeetdata #awards #brands #branding #cpg #data #designs #marketingstrategy #redesign #packagedesign #dielineawards Caroline Caligari Elizabeth Stein Erica Albers

We’re happy to see that the recent article in Ad Age, “Food and Beverage Packaging Design Winners of 2024,” featured several of Designalytics Effectiveness Award winners, including Purely Elizabeth, Organic Valley, Partake Brewing, Pure Protein, Laird Superfood, Smirnoff Ice and Vermont Creamery! The article cited Designalytics’ predictive metrics for both successful and unsuccessful package designs (specifically our committed purchase preference metric, which has an over 90% correlation to directional in-market outcomes), and quoted our CEO, Steve Lamoureux, on the potential pitfalls of minimalism in design. “In general, drastic efforts to modernize and streamline can interfere with effective communication. According to our research, only 23% of minimalist redesigns increase purchase conversion.” Link to the article is below, but note that a subscription is required for access. ptarmak Moxie Sozo Designsake Studio Beardwood&Co. STONE Strategy & Design Design Bridge and Partners Pulp+Wire

Like many brands, Vermont Creamery had to make some difficult decisions when it redesigned the packaging for its cultured butter. For example: A line drawing of a farm scene had served as a quaint and beloved backdrop on its previous design, but it was limiting the brand. “That illustration style was very cute and whimsical, but it wasn’t very ownable,” noted Sara Rosario-Gray, design director at Pulp+Wire, the brand’s agency. “Plus, the delicate nature of it was actually contributing to some difficulties in standout.” In the new design, bright swaths of undulating color serve as a billboard for the product name and variety. The logo has been expanded considerably, and key messages—specifically the “82% butterfat” and a B Corp badge—have taken up prominent space on the front of the package. The results of the redesign were undeniably positive: In the six months after the launch of the new design, Vermont Creamery saw a 29% increase in sales over the same period from the previous year. Learn how Vermont Creamery and Pulp+Wire made this new packaging pop and earned a Designalytics Effectiveness Award in the process: https://loom.ly/PC4a1Jg #designmeetdata #awards #brands #branding #cpg #data #designs #marketingstrategy #redesign #packagedesign #dielineawards Naomi Davidowitz

Founded in 2017, Partake Brewing was already a leader in the Canadian craft non-alcoholic beer category when it embarked on a redesign. One question the brand faced: how could it appeal to consumers in the U.S. while still maintaining its popularity in Canada? In part, by zigging where other N/A brands zagged: Embracing unapologetic simplicity, starting with a full palette of bright colors that have been linked with different styles of beer for years. “There is really a sense of nostalgia with certain colors as it relates to beer; those cues have existed for a long time,” stated Danielle McWaters, founder & creative director at Designsake Studio, the agency that worked on the redesign. “And while others were focused on trendy visuals happening in the space, we wanted to lean into those bold, confident colors that also spark nostalgia.” Apparently, consumers were thirsty for the new look. During the six months following the launch, the brand's sales grew by an impressive 29% relative to the same period during the previous year. How did Partake Brewing and Designsake create this award-winning design? Find out: loom.ly/7zwJBl8 #designmeetdata #awards #brands #branding #cpg #data #designs #marketingstrategy #redesign #packagedesign #dielineawards Sara Ross

Since Mr. Clean was created as a character in 1958, he has been one of the most beloved characters in consumer packaged goods. So why did the brand reduce the prominence of the home-hygiene icon in its Mr. Clean Clean Freak redesign? In short: consumer feedback. “The research showed that we had an opportunity to amplify an element consumers loved: the scent,” said Jen O'Quinn, senior creative director for home care brands at Procter & Gamble which owns Mr. Clean. “In the original design, highlighting scent was a lower priority than our iconic character, but we saw the potential in flipping that balance.” That change, along with a few other strategic ones (including highlighting the product’s fitness for everyday use), seems to have hit the right note with consumers. After the design was launched, the brand saw a double-digit sales increase compared to the same period during the prior year. Learn more about this immense design success for Procter & Gamble: loom.ly/QDwN-2g #designmeetdata #awards #brands #branding #cpg #data #designs #marketingstrategy #redesign #packagedesign #dielineawards Chase Design Group Omeir Idris Dawoodji Michelle Hoffmann John Tanner

Congratulations to Pure Protein and Beardwood&Co. on winning a 2024 Designalytics Effectiveness Award! Since the 1990s, Pure Protein had been seen as a protein bar for performance-minded fitness enthusiasts, but an evolving market highlighted the need to appeal to a broader audience. That can be a nerve-wracking proposition for an established category player—attracting new consumers without alienating your diehard ones—but the brand was committed to being bold from the start. “Our team was ready, willing, and even hungry to take a risk with this new design,” said Alex Fishman, brand director at 1440 Foods (which owns Pure Protein). Working with esteemed agency Beardwood&Co. (no strangers to award-winning designs), that’s exactly what Pure Protein did with this redesign… and it paid off. During the six months following the redesign, sales of Pure Protein bars increased by 18% compared to the same period during the prior year, significantly outpacing growth for the category overall. Read how the brand and its agency created this growth-driving design: loom.ly/hIFgD40 #designmeetdata #awards #brands #branding #cpg #data #designs #marketingstrategy #redesign #packagedesign #dielineawards

Great to see this coverage of the Designalytics Effectiveness Awards from Armin Vit and Brand New/UnderConsideration, LLC. Given Armin’s standing in the industry and Brand New/Under Consideration’s status as a go-to source for CPG design news and insight, we’re particularly proud that he said our award report is ”always one of the best pieces of content of the year.” Thanks, Armin! (Note: access to Brand New requires a paid account—a tiny fee that's well worth it.)