Make It or Break It
The first thing we did when we started brainstorming concepts for the packaging design was figure out our brand values and characteristics based on the customer personas and interviews we had conducted.
Next, we broke apart and created mood boards outlining examples of brands and images we thought fit Spira the best.
Peter then did an excellent job conducting 100 online user surveys on discovering the proper bottle shape. We narrowed it down to a simple cylinder of clear plastic.
Our brand values of simplicity and transparency had to be echoed on the bottle. We also wanted our mission of using spirulina to reduce malnutrition, absorb carbon, clean water and promote better health on the bottle.
After additional testing and passing around the bottle, we found a few errors and that users disliked having no flavor. We tried lime but that was too acidic to keep the algae alive. Going back to the drawing board we added in "green" flavors, deciding to not name the specific taste which could alienate some people (we started with watermelon). In addition, we simplified the bottle to make it stand out on the shelf.
The final bottle needs a bit more work but it's something we're really proud of. Time to test it out with a ton of people!