Pole do popisu
Inspiration to explore
Project
Building a salad brand that does more than sit on the shelf – it drives purchase decisions.
CHALLENGE
When it comes to leafy greens, shoppers make their choice in under 15 seconds, guided almost entirely by appearance. Brand recognition? Practically irrelevant. Our challenge was to disrupt this pattern and position Pole do Popisu, created for PrimaVega, as the go-to choice.
execution
We began with an in-depth exploration of consumer needs and behavior. Through eighty in-store interviews, eight in-home deep dives, and consumer diaries tracking daily salad use, we uncovered valuable insights. We paired these findings with analysis of global benchmarks, in-store product displays, and a semiotic study. With this foundation, we crafted a holistic brand strategy, outlining positioning, target audiences, and a distinct communication and design framework.
The brand concept emerged from consumers’ desire to explore new flavors. Pole do Popisu positions itself as a guide to culinary creativity, reflected in both the name and design. The packaging features bold, colorful stripes reminiscent of fields seen from above, while transparent labels put the freshness of the product front and center. Product names indicate flavor, and packaging highlights food pairings, making it easy for consumers to explore new meal ideas.
To validate the design’s effectiveness, we used our proprietary ICL (Iteration Consumer Lab) method. Shelf tests with VA (Visual Availability) metrics and reaction time studies (IAT) confirmed that the packaging not only looks appealing but also captures attention and drives purchase decisions.
results
By deeply understanding the category and consumer needs, we helped create a brand that breaks through in the competitive leafy greens market. With a carefully crafted strategy and data-backed design, Pole do Popisu is set for sustained growth.
