A Design Process Success Story

"The design and printing took center stage for us," says Matthew McCarthy, director of brand development, Unilever. "We decided very early on in the process that we liked the pack structure, but really needed to rely on breakthrough graphic design and printing to make the innovation successful."

For the ICBINB! design, that meant using taste cues. "Taking a look at how the butter and margarine market presents itself to consumers, there actually is a fairly limited use of colors," says McCarthy. "So, what we wanted to do to make the product special was to make it really stand out on shelf by doing something different that the other products don't do. We did that specifically through very strong taste cues—very strong graphics that drove a lot of appetite appeal."