When Unilever decided to redesign the packaging for Bertolli olive oil, the potential number of designs presented us with a major challenge: 5 different structures + 5 graphic routes = 25 possible combinations!

Through collaboration with FutureBrand we adopted a combined, iterative approach in which the first country is used as a pilot for the designs, and the stimulus adapted for the remaining territories based on the initial findings. As the research progressed, we were able to focus our efforts on fewer and fewer routes until we had a complete understanding of the successful designs, and could recommend just 1 from the 25.