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    Need: Changes in the product portfolio

    Do you have a complex product portfolio? We optimize the number of SKUs and design modern packaging that will distinguish your products.

    Less is more – simplifying your portfolio

    Too broad a range can be an obstacle to optimizing sales or achieving adequate profitability. If customers are lost in the excess of products and the brand loses coherence – it’s time for optimization. We help simplify the portfolio by eliminating unnecessary SKUs and organizing categories.

    Of course, you can invite us to less complex projects related to packaging creation 🙂

    How can a structured offer influence sales?

    A complicated product portfolio can be a barrier for both customers and the brand itself. For W. Legutko, a leader in the seed industry, we carried out a comprehensive reorganization of the product portfolio, eliminating duplicates and introducing a logical division into departments and categories, which made it easier for customers to navigate and choose products.

    We developed a new visual strategy, creating a coherent system of markings and color codes on packaging that distinguishes the main categories and subcategories. Thanks to this, the brand gained clarity of communication, better recognition and more effective management of the offer on the B2B and B2C market.

    Clear and easy to expand product portfolio

    Delivery time: 2 to 6 months
    Working with a packaging portfolio requires in-depth knowledge of the specifics of the market, understanding the needs of product buyers and a detailed analysis of the brand owner's pricing strategy. When organizing the portfolio, we spend a lot of time talking to the sales department, distribution and final customers, so that the rebuilt portfolio simply sells better.

    let's talk
    Stage 1. Product portfolio audit We comprehensively analyze the company's offer in terms of readability for the end customer (using market research for this purpose), in terms of sales (analyzing the profitability of individual products) and communicating brand features (to what extent they stand out from the competition). We identify products that require refreshing, simplification or withdrawal. To illustrate the situation, we create the so-called Portfolio Audit Map, which shows the initial specificity of the portfolio and indicates areas of necessary changes.
    Stage 2. Product categorization and optimization Working closely with the sales and marketing departments, we divide products into logical categories, define key differentiators, create price groups and recommend changes that will improve readability and attractiveness to recipients. The effect of the recommendation is the so-called Product Map, a graphical presentation of solutions and assumptions.
    Stage 3. New packaging designs for key categories Based on the assumptions made in the Product Map, we proceed to detailed work on selected, model packaging. We build their layout, consider whether it is important to distinguish categories with individual colors, create pictograms and icons. We design the layout in such a way that it is capacious enough not to block the creation of subsequent types of products.
    Stage 4. Translating the designs into key products in specific categories After initial acceptance of the designs, the next step is to translate them into selected, representative products. At this point in the process, the concept, i.e. the design, meets the practical application. Often, at this stage, it is necessary to improve the designs because it was not possible to anticipate all possible communication needs on the packaging.
    Stage 5. Codification of the portfolio, i.e. building a Portfolio Guide After developing an appropriate number of patterns and representative product packaging designs, we create a Portfolio Guide, which explains the principles of designing subsequent types of packaging within a category and new categories.
    Stage 6. Practical training in the correct use of the Guide Based on the designed layouts and developed templates, the Client's design team is not only able to better implement new portfolio assumptions, but also the implementation of design tasks takes less time (due to the use of ready-made layouts and libraries of icons and markings developed at the codification stage).
    Stage 7. Development of designs for all products in the portfolio Our goal is to create the foundations and training material for the Client's design team, but we do not design all SKUs. This task is carried out by the Client's team - faster and cheaper due to their permanent presence in the company, and the effect obtained gives satisfaction and brings the desired effect.

    Example of our work

    At the beginning of the process, the client had 5,000 SKUs. After carrying out the above process, in which we designed about 200 patterns and optimized the construction of the portfolio; he left 3,500 SKUs without sales losses. Thanks to training and model layouts developed in the above process, the client’s marketing team designed 3,300 SKUs independently.

    frequently asked questions

    We carry out both smaller packaging creation projects and large-scale reconstructions.

    Yes, if you order a creative concept for a new brand (branding) from us. One of the design elements may be the design of new packaging.

    Better readability of the offer, easier navigation for customers, better distinction on the store shelf, greater chance of an impulse purchase.

    Not always. Sometimes it is enough to standardize the graphic layout and color codes to improve readability and achieve the desired effect.

    Depending on the number of products and complexity, from 2 to 6 months.

    Working with packaging portfolio

    Stand out or die – this famous phrase works best in the area of ​​packaging design. Using our services, you can order both a smaller project, i.e. a new packaging line, and a large portfolio reconstruction.

    Strategy for building a portfolio and keeping a large number of products in check Our packaging strategy experts and designers will conduct the necessary analyses and recommend optimal solutions. We provide strategic consulting and portfolio reconstruction.
    Creative packaging concepts We design new packaging, redesign old packaging to make the product stand out on the shelf. If that is your expectation, we will also find proposals for new shapes and materials.
    Codification of packaging systems In our language, it is translating the concept into design guidelines that your graphic designers can use to design subsequent products. As part of the codification, we create a Packaging Guide and libraries of pictograms, icons and illustrations for future use.
    Design of collective packaging and POS Working with packaging also involves designing utility packaging (collective, exhibition, etc.); sometimes our Clients also commission us to design displays and sales support materials at retail outlets.
    Trainings After carrying out a large strategic portfolio reorganization project, we usually stay with the Client for several months. First, we train their team in the use of the Packaging Guide, and then we verify the projects completed by the team. Usually, after 3 months, our assistance is no longer needed.
    Packaging for production We prepare packaging for production (including selecting materials, closing methods, labeling, designing collective packaging) based on technical guidelines in cooperation with Packaging Manufacturers.
    Contact us

    See the effects of our actions

    Nestle

    Adaptations of promotional campaigns and language versions of cereal packaging.

    Details

    W.Legutko

    We have organized the seed producer's portfolio and created a guide to effective product management.

    Details

    Colian

    We have rebuilt the export portfolio of one of the largest Polish producers of sweets and beverages.

    Details

    Wódki Toruńskie

    A new brand design for a Polish producer of spirits.

    Details

    Find the perfect solution for
    your business

    Each of our clients faces a different challenge - learn about our offer and choose the solution that best suits your needs.

    Development impulse Brand reorganisation or repositioning, logo and Brand Book design, brand Key Visual designs, utility and packaging design, social media, and website and/or eCommerce.
    Rebranding Do you want to change your name and your brand needs rebranding? We audit your brand, create a fresh identity and build a strong image.
    Brand repositioning Increase profits with repositioning. We analyze your target groups, segment the market and implement changes that work.
    New brand Are you launching a new brand or planning expansion? We research trends, adapt the brand to the specifics of new markets and support your global strategy.
    Changes in the product portfolio Do you have a complex portfolio? We optimize SKUs, design modern packaging, and create visual identification systems that distinguish your products.
    Space marking Need consistent branding for your facilities? We design signage, totems and interiors that communicate professionalism.
    UX and UI design e-commerce Want to sell online? We provide business consulting, create product trees and design intuitive stores based on user flow and personas.
    UX_UI Web Design Renew your online presence – we design responsive websites, create prototypes and complete documentation for implementation.

    Are you looking for packaging designers?

    Contact us and we will help you stand out on the shelf.


      The administrator of the personal data submitted through the contact form is Brand4Future sp. z o.o., headquartered in Poznań. The data will be processed solely for the purpose of handling the inquiry. Detailed information, including your rights, can be found in the Privacy Policy.