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
