---
title: "Packaging innovation research for a food company | antedote"
description: "Packaging innovation for a food company’s new indulgent range: an ideation workshop, rapid online qualitative testing and rendered pack designs."
url: "https://antedote.com/explore-our-work/packaging-for-a-new-indulgent-range/"
author: "antedote"
---

# Choosing which pack structures to develop for a new indulgent range

A pack can make a treat feel everyday or special. A food company’s new indulgent range had its products defined and its packaging still open, so we generated structures with its teams and tested them quickly with consumers.

**Client**
Food company

**Industry**
Food

**Market**
North America

**Kind of work**
Packaging and claims

**Our role**
Packaging ideation and rapid qualitative testing for a new indulgent range

## The question

A food company was developing a new range of indulgent treats for enjoying at home. The products were defined, and the pack was still open.

That pack would do much to decide how shoppers saw the range, so the team had to choose which structures deserved development.

## Our approach

We started with the people who would build the packs, bringing the client’s packaging, marketing and technical people into one ideation workshop.

They worked from the eating occasions the treats were made for, with packaging from outside the category for inspiration and consumer evidence on the wall to stay grounded.

A shortlist of the structures went straight into rapid online qualitative testing with the range’s priority consumers, and the most promising were rebuilt as polished rendered designs.

We read the testing through two frames at once: how special each pack felt beside how often participants said they would buy it, and the occasions, from a night in to a party, where each one fitted most naturally.

## What the team came away with

The team had rendered pack designs, each with guidance for its development, and a design language for the range to check any future structure against.

And because its packaging, marketing and technical people had shaped the work from the first workshop, every design began as a structure they had helped to generate.

## Related work

[View packaging and claims case studies](https://antedote.com/explore-our-work/?work=Packaging%20and%20claims#library)

- Food

    ### [Refreshing a heritage food pack for its loyal buyers](https://antedote.com/explore-our-work/what-a-heritage-pack-must-keep/)

- Snacks

    ### [Planning the upgrade of a savory snack in three markets](https://antedote.com/explore-our-work/upgrading-a-savory-snack/)

    The global brand team built its upgrade plan on the eating-experience framework, and a second phase of the program followed.

**What we do**
[Concept testing and portfolio prioritization](https://antedote.com/what-we-do/concept-testing/)

## Working on a pack or a claim?

We’d be glad to help you test it with the people who buy.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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