Goody is a household name in Saudi Arabia for its leading family of consumer and foodservice products. The company makes a variety of packaged food items from condiments to canned goods, and much of Goody’s packaging is straightforward and simple.
But it was time to try something different with a new mayonnaise package. It needed to retain the original, straightforward intent, yet incorporate a dynamic silhouette that would be functional, aesthetically pleasing and easily manufactured at a competitive price.
Families are the target for Goody’s mayonnaise package, specifically, the homemaker as the target purchaser. The new package needed to appeal as something the homemaker would want to bring home and serve to the family. The Saudi market is overall much different than that of the United States, but some things remain the same: package appeal and convenience. Packaging “must-haves” included but were not limited to: a beautiful appearance, curvy silhouette and non-drip cap to modernize the packaging and demonstrate market leadership. Working in tandem with the team at Blue Clover Studios from across the globe, the company was able to achieve its ideal package.
early concepts
Goody supplied a creative brief that the industrial designers at Blue Clover used to conduct a competitive and analogous packaging study, evaluate handling and filling techniques, and outline supply chain requirements. It was important for the team to thoroughly understand all constraints when developing the package. From here, the next step was a collaborative ideation workshop with the Blue Clover, Goody and co-packer teams. In this workshop, Blue Clover moderated an organized brainstorm event to gain an even better understanding of the client’s vision, all while creating numerous hand-sketched ideas. These exercises allowed the design team and the client to engage in development of the packaging concept. For optimal creativity, a “no idea is a bad idea” theme was used during this ideation stage.
Once the design team acquired a sum of hand sketches, the concepts were narrowed down through an “impact versus feasibility” matrix that considers aspects from consumer perception and ease of manufacturing. The team next began refining the final concepts through hi-fidelity digital sketching. During this review stage, it was important for the designers to incorporate packaging engineers to aid in identifying any potential manufacturing hurdles ahead. Because Blue Clover Studios is affiliated with Berry Plastics, both engineers and designers were easily accessible to clients.
a first glimpse
The team moved onto CAD development and digital 3D rendering following the sketch phase to begin giving life to these concepts. Realistic-looking concepts overlaid with branded graphics were created so the client could visualize what was right for the consumer and brand. The client had the option to validate concepts with consumer research prior to moving on.
The prototype phase is often one of the most exciting for clients as their collaborative ideas are truly brought to life. In this instance, the client narrowed down four final concepts, and the Blue Clover team fabricated them using in-house stereo-lithography 3D printing technology. These models were then placed in the client’s hands for a holistic review of the concept. This was a critical piece in decision making for the clients.
turning the past on its head
Once the client and the design team at Blue Clover put the finishing touches on the design, it was ready to be manufactured. The final package features a custom bottle matched with a stock flip-top closure to create an elegant, modernized look. The team literally turned this project on its head by putting the formerly top-placed closure on the bottom to enhance the user experience when dispensing. At last, the final design was handed off to the product development team at Berry Plastics for manufacturing. This package is manufactured and filled in the United States, before it is shipped to Saudi Arabia to be enjoyed by consumers.
