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Forte de son succ\u00e8s dans le secteur des vinaigrettes, la soci\u00e9t\u00e9 a voulu \u00e9tendre ses activit\u00e9s au march\u00e9 des trempettes pour fruits et l\u00e9gumes en proposant une s\u00e9rie de nouvelles saveurs qui tirent parti de l’image de marque de Ren\u00e9e. La nouvelle ligne de trempettes pour fruits et l\u00e9gumes \u00e9tend la marque \u00e0 un secteur o\u00f9 la concurrence est f\u00e9roce, et le nouveau design devait \u00eatre familier aux clients existants de Ren\u00e9e’s tout en attirant de nouveaux clients.<\/p>\n<p>Pour r\u00e9ussir \u00e0 p\u00e9n\u00e9trer le march\u00e9 des trempettes pour fruits et l\u00e9gumes, la recherche a commenc\u00e9 par un examen du paysage concurrentiel actuel, une exploration de la cat\u00e9gorie globale et une compr\u00e9hension de ce qui r\u00e9sonne vraiment chez les consommateurs actuels. Nous nous sommes rendu compte que la cr\u00e9ation d’un produit diff\u00e9renci\u00e9 avec de forts indices de couleur serait un \u00e9l\u00e9ment cl\u00e9 d’un design r\u00e9ussi alors que nous continuions \u00e0 \u00e9tudier le paysage concurrentiel des trempettes pour fruits et l\u00e9gumes. De plus, des images accrocheuses des ingr\u00e9dients frais utilis\u00e9s dans les trempettes piqueraient l’int\u00e9r\u00eat des clients affam\u00e9s. Enfin, dans le design final, il \u00e9tait important de relier la trempette \u00e0 la qualit\u00e9 gourmet et sup\u00e9rieure que les Canadiens attendaient de la marque.<\/p>\n<p>Selon les recherches de la concurrence dans la cat\u00e9gorie, des couleurs et des sch\u00e9mas de conception similaires pr\u00e9dominent. Pour \u00eatre reconnu et r\u00e9ussir, Ren\u00e9e’s devait briser le moule et introduire des couleurs audacieuses telles que le rouge, le bleu et le violet, traditionnellement absentes de la cat\u00e9gorie. Les couvercles riches et color\u00e9s r\u00e9pondent \u00e0 la promesse de qualit\u00e9 de Ren\u00e9e’s, tandis que l’imagerie artistique s\u00e9duisante transmet l’affirmation des \u00ab\u00a0vrais ingr\u00e9dients\u00a0\u00bb ainsi que celle des \u00ab\u00a0non, non, non\u00a0\u00bb. L’imagerie transmet la qualit\u00e9 sup\u00e9rieure du produit ainsi que sa saveur, ce qui permet d’attirer l’attention. De plus, la phrase \u00ab\u00a0pr\u00e9par\u00e9 au Qu\u00e9bec, Canada\u00a0\u00bb \u00e9voque l’id\u00e9e de fra\u00eecheur artisanale et locale. Les trempettes nouvellement con\u00e7ues sont arriv\u00e9es sur les rayons des supermarch\u00e9s canadiens en ao\u00fbt, s’imposant comme une option fra\u00eeche et de qualit\u00e9 sup\u00e9rieure pour les Canadiens affam\u00e9s.<\/p>\n","en":"<p>Ren\u00e9e’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 Ren\u00e9e’s success in the dressing section, they wanted to expand into the produce dip market with a series of new flavors that capitalized on Ren\u00e9e’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 Ren\u00e9e’s customers while also attracting new customers.<\/p>\n<p>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.<\/p>\n<p>According to competitive research in the category, similar colors and design schemes predominate. Ren\u00e9e’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 Ren\u00e9e’s premium promise, while the enticing artistic imagery conveys the \u2018real ingredients\u2019 claim as well as the \u2018no, no, no\u2019 claims. The imagery conveys the product’s premium quality as well as the flavor, delivering on appetite appeal. Furthermore, the phrase \u00ab\u00a0prepared in Quebec, Canada\u00a0\u00bb 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.<\/p>\n","original":""},"jury_text":[{"category":3394,"fr":"","en":"","original":""}],"different_jury_text":false,"different_category_text":false},"laureats":[{"cat_id":3394,"cat_id_laureat":3892,"laureat":"Certification Bronze"}],"contest_id":"97334","contest_title":"GRANDS PRIX DU DESIGN \u2013 16e \u00e9dition","firms":[],"user":{"email":"mwilson@sld.com","first_name":"Matthew","last_name":"Wilson"},"doc_texts_web":{"fr":"<p>Ren\u00e9e’s est l’une des marques de vinaigrettes les plus populaires au Canada, offrant de d\u00e9licieuses options allant de leur c\u00e9l\u00e8bre vinaigrette C\u00e9sar \u00e0 une vari\u00e9t\u00e9 d’autres dans les rayons de fruits et l\u00e9gumes. Forte de son succ\u00e8s dans le secteur des vinaigrettes, la soci\u00e9t\u00e9 a voulu \u00e9tendre ses activit\u00e9s au march\u00e9 des trempettes pour fruits et l\u00e9gumes en proposant une s\u00e9rie de nouvelles saveurs qui tirent parti de l’image de marque de Ren\u00e9e. La nouvelle ligne de trempettes pour fruits et l\u00e9gumes \u00e9tend la marque \u00e0 un secteur o\u00f9 la concurrence est f\u00e9roce, et le nouveau design devait \u00eatre familier aux clients existants de Ren\u00e9e’s tout en attirant de nouveaux clients.<\/p>\n<p>Pour r\u00e9ussir \u00e0 p\u00e9n\u00e9trer le march\u00e9 des trempettes pour fruits et l\u00e9gumes, la recherche a commenc\u00e9 par un examen du paysage concurrentiel actuel, une exploration de la cat\u00e9gorie globale et une compr\u00e9hension de ce qui r\u00e9sonne vraiment chez les consommateurs actuels. Nous nous sommes rendu compte que la cr\u00e9ation d’un produit diff\u00e9renci\u00e9 avec de forts indices de couleur serait un \u00e9l\u00e9ment cl\u00e9 d’un design r\u00e9ussi alors que nous continuions \u00e0 \u00e9tudier le paysage concurrentiel des trempettes pour fruits et l\u00e9gumes. De plus, des images accrocheuses des ingr\u00e9dients frais utilis\u00e9s dans les trempettes piqueraient l’int\u00e9r\u00eat des clients affam\u00e9s. Enfin, dans le design final, il \u00e9tait important de relier la trempette \u00e0 la qualit\u00e9 gourmet et sup\u00e9rieure que les Canadiens attendaient de la marque.<\/p>\n<p>Selon les recherches de la concurrence dans la cat\u00e9gorie, des couleurs et des sch\u00e9mas de conception similaires pr\u00e9dominent. Pour \u00eatre reconnu et r\u00e9ussir, Ren\u00e9e’s devait briser le moule et introduire des couleurs audacieuses telles que le rouge, le bleu et le violet, traditionnellement absentes de la cat\u00e9gorie. Les couvercles riches et color\u00e9s r\u00e9pondent \u00e0 la promesse de qualit\u00e9 de Ren\u00e9e’s, tandis que l’imagerie artistique s\u00e9duisante transmet l’affirmation des \u00ab\u00a0vrais ingr\u00e9dients\u00a0\u00bb ainsi que celle des \u00ab\u00a0non, non, non\u00a0\u00bb. L’imagerie transmet la qualit\u00e9 sup\u00e9rieure du produit ainsi que sa saveur, ce qui permet d’attirer l’attention. De plus, la phrase \u00ab\u00a0pr\u00e9par\u00e9 au Qu\u00e9bec, Canada\u00a0\u00bb \u00e9voque l’id\u00e9e de fra\u00eecheur artisanale et locale. Les trempettes nouvellement con\u00e7ues sont arriv\u00e9es sur les rayons des supermarch\u00e9s canadiens en ao\u00fbt, s’imposant comme une option fra\u00eeche et de qualit\u00e9 sup\u00e9rieure pour les Canadiens affam\u00e9s.<\/p>\n","en":"<p>Ren\u00e9e’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 Ren\u00e9e’s success in the dressing section, they wanted to expand into the produce dip market with a series of new flavors that capitalized on Ren\u00e9e’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 Ren\u00e9e’s customers while also attracting new customers.<\/p>\n<p>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.<\/p>\n<p>According to competitive research in the category, similar colors and design schemes predominate. Ren\u00e9e’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 Ren\u00e9e’s premium promise, while the enticing artistic imagery conveys the \u2018real ingredients\u2019 claim as well as the \u2018no, no, no\u2019 claims. The imagery conveys the product’s premium quality as well as the flavor, delivering on appetite appeal. Furthermore, the phrase \u00ab\u00a0prepared in Quebec, Canada\u00a0\u00bb 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.<\/p>\n"},"permalinks":{"fr":"https:\/\/int.design\/fr\/projets\/renees-dips\/","en":"https:\/\/int.design\/en\/projects\/renees-dips\/"},"titles":{"fr":"Ren\u00e9e\u2019s Dips","en":"Ren\u00e9e\u2019s Dips"},"wp_fields":[],"laravel_id":""},"_links":{"self":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/project\/102948","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/types\/project"}],"wp:attachment":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/media?parent=102948"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}