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Renée’s Dips
By : Shikatani Lacroix Design
GRANDS PRIX DU DESIGN – 16th edition
Discipline : Communication & Branding
Categories : Communication Design / Packaging : Bronze Certification
Renée’s is one of Canada’s most popular salad dressing brands, offering delicious options ranging from their famous Caesar dressing to a variety of others on the produce shelves. With Renée’s success in the dressing section, they wanted to expand into the produce dip market with a series of new flavors that capitalized on Renée’s brand equity. The new line of produce dips expands the brand into an area with fierce competition, and the new design needed to stand out as familiar to existing Renée’s customers while also attracting new customers.
To successfully enter the produce dip market, research began with a review of the current competitive landscape, an exploration of the overall category, and an understanding of what truly resonates with current consumers. We realized that creating a differentiated product with strong color cues would be a key part of a successful design as we continued to study the competitive landscape of produce dips. Furthermore, eye-catching imagery of the fresh ingredients used in the dips would pique the interest of hungry customers. Finally, in the final design, it was important to connect the dip to the gourmet, premium quality that Canadians had come to expect from the brand.
According to competitive research in the category, similar colors and design schemes predominate. Renée’s needed to break the mold and introduce bold colors such as reds, blues, and purples that were traditionally not included in the category to be recognized and successful. The rich, colorful lids delivered on Renée’s premium promise, while the enticing artistic imagery conveys the ‘real ingredients’ claim as well as the ‘no, no, no’ claims. The imagery conveys the product’s premium quality as well as the flavor, delivering on appetite appeal. Furthermore, the phrase “prepared in Quebec, Canada” evokes the idea of handcrafted, locally produced freshness. The newly designed dips hit Canadian supermarket shelves in August, establishing themselves as a premium, fresh option for hungry Canadians.
