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Blog

Filtering by Tag: innocent drinks

Pointless Packaging, Pointless Products: Tessa's Take

Tessa Stuart

There is an awful lot of pointless packaging around. By which I mean what I call the "stylised leaves" kind of pack design. The kind that looks blandly "nice", like stuff you've seen a lot of times before. It doesn't offend. But nor does it catch your eye. It's well behaved. The client and the designer probably went through long agonised discussions over it, to create something broadly similar to lots of other packaging. It doesn't say anything much.  

There are some pointless products out there in pointless packaging.

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Tessa's Take: How To Test Whether Your Packaging Works (with thanks to Innocent Drinks)

Tessa Stuart

The only test of whether your packaging design works in store is sales. It's not what the design agency tells you. It's not what you think as the founder; you're probably too close to your product to judge how it comes across to outsiders to your brand.

Stage One: Does it catch the consumer's eye?

Look at the amount of choice she has here.

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Tessa's Take: Have You Got Designs on Customers?

Tessa Stuart

I  repeatedly research pack design and pack communications for Firefly Tonics, innocent drinks, and Rude Health.  

For Rude Health, we needed to compel attention for their  - newly listed in 350 Tesco stores - granola. And explain what granola is - it's a new category - and unfamiliar.  And compete with all those habitual brightly coloured cereal purchases in the cereal aisle. Off the back of the consumer research we did, Rude Health employed a bright colour,  made the word Granola very big,  made the product shot appealing (it couldn't be a window for technical reasons but it looks like one), listed out the ingredients clearly.

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Innocent Spill Their NPD Secrets.....

Tessa Stuart

It's a new year, so why not do things differently, cheaper but better?  

I've worked with Lucy Thomas, NPD Manager at innocent drinks, on several new product development projects. She's agreed to do a bit of sharing on the topic here so you can benefit from innocent's cost-effective ways of developing new products.

Here are her thoughts:

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