Pattern Brands approached us to elevate and optimize the shelf presence at retail for one of their brands, GIR: an easy-to-clean, BPA and BPS-free kitchenware brand. GIR had received feedback from a retail buyer that challenged them to better differentiate against other reusable straw options.
GIR is founded on the promise of producing kitchen essentials through carefully chosen materials, an uncompromising focus on quality, and a true understanding of how home-chefs cook. GIR sells to consumers in DTC, on Amazon, and at retail, requiring a thorough understanding of how consumers shop across channels as well as the role each channel serves in the shopping journey.
Specific to retail, we helped GIR elevate their packaging design and communication to better capture retail shoppers through category research, consumer insights, and competitive analysis.
We began work by diving into GIR’s foundational positioning and product promise, while also gathering insight into what consumers love about the brand’s products through reviews and testimonials. We then analyzed findings to better understand key communication gaps and opportunities.
Following the audit, we dove into the competitive set to understand who we were up against, how they communicate, and how GIR’s products elevate beyond what is currently offered. In our research, we identified common expectations in addition to what is considered truly unique within the category. This allowed us to define the key benefits and attributes, both functional and emotional, that GIR delivers to its consumers through manufacturing, packaging, and product experience.
To deepen our insights, we conducted a monadic survey, which introduced respondents to individual concepts and helped us understand which designs best captured attention, which attributes resonated the most with our target audience, and what information would result in the strongest impact on sales. This helped us make commerce-driven decisions in design and messaging that addressed shoppers’ questions and showcased the product’s unique attributes.
We focused on capturing shoppers based on functional, emotional, and competitive benefits. We translated this into retail-ready packaging designs that included sustainability messaging, custom iconography, and a refreshed color palette.
In addition to elevating GIR’s at-the-shelf efforts, our insights and strategy also supported GIR’s Amazon presence, as well as their paid media and content strategies.
GIR’s success is a great example of how a very quick, efficient branding project can deliver a powerful impact for our brand partners, and the work showcases our team’s holistic approach to connecting brands and consumers across all channels, not just looking at any single factor in isolation.
Pattern is a family of brands with the shared mission of helping consumers enjoy daily life. Their products center around the idea that home is the foundation of daily life – ranging from cookware to organizational tools. With both direct-to-consumer (DTC) and retail presences, these brands have quickly achieved sustainable business growth and created brand experiences that consumers love.