VH Gets Exotic and Spicy
VH Indian Market Sauces
BACKGROUND
Based on emerging trends in Asian cuisine, ConAgra foods undertook a research initiative to help revamp their VH line of Asian cooking sauces, and partnered with Shikatani Lacroix to establish a relevant sub-brand name and redesign the packaging to capitalize on new insights regarding Indian-inspired meals.
CHALLENGE
The objective was to create a package with a modern, premium look that would encourage consumers to express creativity in the kitchen, and at the same time convey accessibility to the average consumer in order to alleviate any concerns that the exotic flavors would be too strong for the whole family to enjoy. The design also needed to stand out against the competition while maintaining consistency with the VH brand.
SOLUTION
SL spiced up the line of sauces with the new sub-brand name ?Indian Market?, and tailored the design to appeal to a broader target audience. Appetizing photography was incorporated to showcase delicious and easily prepared meals, and the ?risk-free? bottle size gives extra incentive for consumers to be willing to try new and exotic flavors.
RESULT
The new VH packaging has struck the right balance between exotic flavors and accessibility for consumers looking to add a little spice to their family meal-time routines.