Designers: Aqil Raharjo& Anna Cipolla
Project Type: Student Project
School: OCAD University
Course: Packaging Design 1
Tutor: Stuart Werle
Location: Toronto, Canada
Packaging Contents: Jams/Spreads, Apple Butter
Packaging Materials: Glass, Paper
With the increasing sales in Jams, Preserves, Honey & All Natural products retail categories, there is quite a pressure from other competitors to Wellesley brand. Apple butter is definitely a healthier alternative than other breakfast jams/spreads in the market with no added sugar, no preservatives, and no fat. Compared to other Apple Butter competitors, Wellesley’s is all-natural and the only product of Canada that also 100% uses Ontario grown, tree ripened apples for their products. However, we believe that this packaging does not do its justice on portraying the quality, reliability, and the healthy aspect of the brand. The current design is outdated and becoming less relevant to the targeted consumers compared to other brands. While Brands like President’s Choice and Smuckers are really stepping up their game through their packaging, marketing strategy, and product quality we believe that by redesigning the packaging Wellesley will be able to compete with these brand giants.
By keeping the quality and tradition values of Wellesley in mind, we propose our design in which we believe is the most appealing to moms (particularly stay at home moms); the demographic of consumers who are most likely will buy the product the most. Wellesley’s Apple Butter is appealing to young adults, professionals and stay at home moms who have plenty of time to cook and curious to try new alternatives for their sugary spreads. Our proposed design will also reach to a wider range of audience, including young professionals that are looking for healthier alternatives of their sweet buttery cravings, apple enthusiasts as well as people on special diets. Not only it is an accessory food to put on a toast, consumers can also use apple butter for meat (pork, chicken, beef, even duck), snacks, and even desserts.
Read more
