Our design objectives were clear but conflicting. The client wanted better shelf presence and more visible branding. The consumers didn’t want their Billy to change. We were very careful to retain the Identifiers of the brand – the wordmark, the colour palette and the bee itself – then we very carefully enhanced them to maintain familiarity. The rest of the visual elements were re-prioritized or eliminated.
The increase in sales volume was noticeable within the first six months.