I have the opportunity to make a proposal for redesigning the packaging for TABASCO® Global Brand.
This opportunity implied a deep understanding about many aspects and key elements used within the paper box. We analyzed not just the composition and content from the box but the way it is going to be shown in the point of sale and inside every home in the world.
Analyzing the Box
Analyzing the actual packaging we notice that despite they look very similar in the front they actually have different elements within its design. It is the combination of illustrations, labels, types, ingredients and colors what make the packaging look messy and not so attractive for younger generations.
The box not only lacks of a coherent design in which every consumer could identify the content easily but also it doesn’t help for newer consumers to decide what flavor should they buy according to their own tastes.
DESIGN SCOPE
This diagram shows the main data that we consider during our design proposal and how these data is going to impact in TABASCO’s brand strategy.
Once we understood clearly the main parts that should be applied into de paper box, we started to create some quick proposals.
We know that TABASCO has 8 main flavors: Jalapeño, Garlic, Original, Chipotle, Habanero, Sweet & Spice, Buffalo and Sriracha. From those flavors, the Sriracha is the unique bottle that doesn’t has a paper box so this leave us with 7 boxes instead of 8.
Then we notice that TABASCO name has 7 letters too.
What if we create a box that when they are together they form the word TABASCO?
Disadvantages
from first idea
Despite the apparently initial brilliant idea the cons are:
1 - The order in which they are displayed at the point of sale responds to strategies and volume of sales so it is not likely that all the sauces could be shown in the same period of time.
2 - Possible confusion. It creates a language barrier against the consumer by not deciphering the letters individually.
3 -There are places where you cannot get all the varieties of the TABASCO® Sauce so it would loose the purpose.
4 - People who buy TABASCO® Sauce in large quantities are not going to put the sauces together with the paperbox so it loses the desired impact.
5 - There are not just 7 Sauces anymore and new flavors are coming.
We must consider the following statements:
TABASCO® Family of Flavors is increasing in variety.
The proposal should work regardless of wether they are placed together or not.
No matter the situation the packaging should work at any context (restaurants, stores, homes) in which they could be displayed.
INSIGHTS
1 - You can pair TABASCO’s Sauces with almost everything.
2 - The most common question with The Sauce is:
3 - How can I pair my meals with TABASCO® Sauce?
4 - TABASCO® Sauce is the perfect accompaniment for every meal
5 - There is always one TABASCO® Flavor that could match with your favorite food
What if we create a packaging that regardless the situation they could create a continuous match/complement?
Advantages from second idea
Our second packaging proposal has many pros:
The order in which they are displayed at the point of sale doesn’t matter anymore even if they are mixed or some variety is missing.
Definitely it generates impact because it no longer depends on individual presence but the paper box works like a team.
Event though you didn’t get all the variety, you could still play with the boxes.
In large quantities you could see a pleasant pattern.
This proposal considers changes in variety and it welcomes new flavors of the future.
