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.

“Fantastic analysis of both structure and graphics… even when the stimulus mixed them. To be honest in my 10yrs of marketing, [The Big Picture] are the best research agency on packaging that I’ve worked with. And last but not least, the pleasure of working with you…”

Patrizia De-Haag – Unilever Italy