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 Fursty Ferret and Hopping Hare at play, we needed to ensure that our packaging research 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 human insights identified a route that delivered against the design brief with real potential to strengthen the brand and deliver improved purchase intent.
Gwen Ridsdale, Head of Beer Marketing - Hall & Woodhouse
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, but would also meet our strategic needs. We are delighted that with their clear guidance our new packaging has contributed to a positive impact on sales.
