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A pack design to bring to life characterful ales.

Case Studies

17th November 2023

Walnut Unlimited

A pack design to bring to life characterful ales

The growth of craft ales in recent years has impacted on the Premium Bottled Ale category. To stay relevant the team at Hall & Woodhouse set out to redefine Badger as the local independent family-owned Dorset brewer, famous for making proper ales with intriguing rural stories and real character.

New bottle packaging was to play a significant role as a key touchpoint for the brand, and with storytelling central to the brand idea, and a range of characterful ales from the iconic Tangle Foot to the alliterative pairing of the FurstyFerret and Hopping Hare at play, we needed to ensure that we uncovered the emotions people felt about each individual ale.

Using PACKOPTIMISER to qualitatively refine and PACKMASTER to validate, supported with eye-tracking and implicit tools to understand unconscious reactions, our insights identified a route that delivered against the design brief with real potential to strengthen the brand and deliver improved purchase intent.

Walnut’s experience helped our passionate team of senior stakeholders buy into both the need for consumer insight, and the ultimate findings. They gave us confidence that our direction would be guided not only by what mattered to the consumer, butwould also meet our strategic needs. We are delighted that with their clear guidance our new packaging has contributed to a positive impact on sales.

Gwen Ridsdale  I  Head of Beer Marketing

Written by Walnut Unlimited Email Walnut Unlimited

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