Packaging revamp research

Based on past research, the client recognized an opportunity to modernize packaging among their target group. New pack options were to be designed to incorporate the brand vision & help streamline portfolio design.

Digital Immersions were first conducted to understand current interaction with shisha packs – purchase, usage, storage and pain points during these moments. This was followed by Co-creation workshops to further fine-tune the proposed design options in conjunction with client team + designer based on consumer feedback. Once finalized, the packs were taken into Focus Group Discussions to evaluate the design options & create the ideal pack for the consumer.

The core target group was included in some of the clients’ key markets representing both the Middle East (UAE, Iraq) as well as Western Markets (Germany, USA).

The findings from research indicated that the current pack had long standing associations with heritage and a certain ethnic feel to it. An attempt to modernize required a marked shift to a more global design. A bold, clutter breaking colour scheme and design was adopted for the pack with heavy focus on factors that would weave in current comfort through certain elements (logo, images, brand name). The new packs were rolled out in Q4 2019 in some of the key markets.