New audience, new pitch
Companies try to keep close tabs on who their customers
are, but sometimes they can be taken by surprise.
Such was the case with Dole Packaged Foods.
The fruit company answered the call for healthy
snacks by making Dole Fruit Bowls perfect for
kids’ lunchboxes. Three years after the product hit
the market, Dole researchers discovered that rather
than buying them for kids, women, especially single
women aged 25–35, were buying for themselves.
Dole worked with Addis to
redesign the Dole Fruit Bowls packaging to address
young, busy, professional women looking for healthy
snack options. Most of the “grab-and-go” aisle in the
grocery store is fairly kid-focused, so Addis’s objectives
were to design a package that clearly spoke the
language of an older audience. The aim was to communicate
the simplicity of the convenience food, and
to promote the freshness and healthiness of the product.
The designers chose bold, simple images and
bright, natural colors to gracefully sell that story.
When a brand is particularly revered, a manufacturer
may see an opportunity to take it to the next
tier, boosting it into a higher-priced category. A
packaging redesign may be just what’s needed for
this My Fair Lady approach.
Aveeno is a well-known brand of lotion; in fact,
as is often the case with many long-time brands, the
name became synonymous with natural colloidal
oatmeal, which doctors and mothers for decades had
valued as a remedy for itching. The existing lotion
bottle had a hard rectangular shape and used straightforward
blue and white colors.
When manufacturer Johnson & Johnson
discussed a new approach with LMS Design, the designers learned that the
majority of Aveeno buyers were women. To leverage
the brand’s trustworthiness and use of natural
ingredients, LMS Design arrived at a softer, curvier
packaging design to help relaunch Aveeno at a higher