Flavoroo
A brand refresh for a classic Australian product.
Project Overview
Objective
Research, rebrand, and repackage a foreign food for a new audience. Developed as a group project with Cynthia Alfaro, Melissa Baley, and Avonne Collins for my Creative Methodologies course at The University of Baltimore.
Solution
My team’s Flavoroo concept is designed to make the Australian savory spread, Vegemite, appeal to an American audience. Our vibrant rebranded packaging makes the product's unique traits clear to customers at a glance. It also offers helpful tips on what kind of meals Flavoroo can be used in right on the label, striking a tone that is helpful, reassuring, and fun. With our bold color palette, dynamic vegetable pattern, and informative copy, it’s immediately clear that the eye-catching product is a savory flavor-enhancer that can punch up any meal.
My Role
Project Manager, Lead Researcher, Analyst, & Writer, and Product Designer (including designing the final pattern, label, prototype, and presentation).
The Process
For this project, my team chose to rebrand Vegemite for an American audience, as the globally popular product has mostly failed to take off in the US. Vegemite's name and packaging are part of the problem, as they don’t make it clear what the product is or how it can be used. Because of this, one of my team's core goals during this project was to understand Vegemite’s benefits and uses so we could rebrand this product in a way that would encourage Americans to incorporate it into their everyday cooking routines.
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Discovery
The first phase of this project involved exploratory research into our product. To start, we researched Vegemite's history and attributes, deconstructing its current product label and analyzing its benefit claims, brand name, logo, typography, color palette, photography, personality, attributes, and more. We then developed the three user personas that we would design our solution for.
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Experimentation
Once we had a solid understanding of our users, we could then start developing an identity that could meet their needs. During this phase of the project, we explored possible typefaces, color palettes, illustrations, patterns, packaging options, company names, product names, taglines, and benefits. We then used design sprinting to rapidly brainstorm concepts, developing a variety of mockups.
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Implementation
Finally, we tested our lo-fi mockups with our classmates, gathering feedback to help us settle on our final direction. Based on these insights, we designed a prototype solution that is bright, bold, and fun. Unlike the original label, which made it difficult for customers unfamiliar with the product to understand what they should expect from it, our design makes it clear exactly what Flavoroo is and how it can be used to add a savory kick to any meal.
