Literal circular thinking was an essential part of a broad-based packaging redesign across 17 stockkeeping units (skus) of America’s No.1 refrigerated guacamole brand, WHOLLY Guacamole. As part of a major structural and design redesign, the container changed from a square tray to a round bowl for better table presentation.
And with an eye on sustainable packaging improvements, the redesign includes notable material reductions.
The brand relied on Chase Design Group to develop a structural and graphic packaging redesign in order to better communicate to consumers about what sets the products apart from their competitors.
“Consumers are looking for the convenience of packaged guacamole that tastes just as good as homemade,” says Dave Carlino, senior art director. “To enhance the structural appeal and align with the brand personality, we replaced the square tray with a festive bowl that can easily go directly from fridge to table.”
“The new look brings appetite appeal and freshness to the forefront for consumers who want wholesome, delicious and convenient food with no compromises,” says Diana Pusiri, Wholly Guacamole’s senior brand manager.
The 17 redesigned skus comprise four 7.5-ounch bowls, three 15-ounce bowls, and ten 4-and 6-count single-serve mini boxes. Seven are considered new products, Pusiri discloses.
The new packaging was introduced across the country from November 2019 through March. It was the brand's first packaging change since a minor redesign in 2017, according to Pusiri.
The packaging was changed from the inside out.
Inside, the now round bowl’s material and vendor remain unchanged as with the square tray, according to Pusiri. Molded with a #7 “other” plastic, neither bowl nor film lidding are recyclable.
While that’s an environmental wash, Pusiri shares with Packaging Digest the following gains in sustainability:
- The reduction in paperboard is about 34% on the 7.5oz/8oz sizes and 40% on the 15oz/16oz sizes.
- The overall reduction in packaging material is 6% on the 7.5/8oz and 18% on the 15/16oz sizes.
“The paperboard sleeve and polypropylene plastic lid are recyclable,” Pusiri points out.
With the redesign How2Recycle icons were added to clearly communicate standardized recycling instructions to consumers.
Outer elements and changes.
On the outer package, the triangular die-cut window was removed to allow more space for the logo, color blocking and consistent placement of a guac-filled bowl image.
“To highlight the cornerstone ingredient in all Wholly products—the avocado—we updated the logo by replacing the letter 'O' with an illustration of half an avocado with a pit serving as the center of the letter and added a contemporary typeface,” explains Carlino.
Light rays behind the logo were enhanced to draw more attention to the logo. For additional flavor appeal, the small “how to use this product” icons were replaced with appetizing guacamole and ingredient photography.
“In order to communicate other product benefits, we called out No Preservatives Added, Hand Scooped Hass Avocados, and Gluten Free, notes Pusiri.
The previous packaging had a recipe for Guacamole Chicken Sliders. “In order to promote multiple usage occasions, we updated it with different illustrations: Avocado Toast, Replace Mayo, and Guac Dogs,” says Pusiri. “We also updated the illustrations on the back of the minis to be consistent with the bowls, and we also added in language that brought out our fun brand personality.”
The playful new flavor names are Keep it Classic, Make it Spicy, and Enjoy it Chunky.
The results have been impressive.
Citing IRI data for the 18 weeks ending March 1, “we’re seeing double-digit, base-unit velocity lifts versus last year’s tray,” says Pusiri.
The brand hopes that growth remains sustainable, too.