Situation
Smuuti, a smoothie brand owned by Olvi Group, was selling well in the other Baltic states. In Lithuania, the same product did not appeal to buyers. The client wanted to update the packaging and adapt it to Lithuanian buyers’ expectations and habits.
Objective
Find out what buyers in Lithuania expect from smoothies and why they do not choose Smuuti. Update the logo and packaging design so that the product appeals to local buyers.
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Analysis & Insights
The analysis showed that buyers in Lithuania saw the packaging as too childish. Playful packaging design had been popular worldwide for some time, but Lithuanian buyers viewed it differently. We also found problems with composition and the way information was presented.
The doodle-style logo on an irregular stroke was hard to read.
Playful fruit illustrations were very small, so on a compact pack neither the fruit nor the playfulness came through.
Turned sideways, the flavour name went unnoticed, and the composition lacked clear alignment.
Benefits were set sideways in very small type and were easy to miss.
On a wide background, the large volume label drew more attention than any other element.
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Results
The updated Smuuti pack focuses on the logo, flavour, category and benefits, and the product went on to take a large share of the smoothie market.
What's new?
The logo on a single-colour background is clearly visible and easy to read.
Bright colours make flavours quick to tell apart and help the product stand out on the shelf.
Large fruit shows the flavour at a glance, with no need to read the text.
Benefits are emphasised and quick to take in.
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