Turning Consumer Insight into Competitive Advantage
INSIGHT
As competition intensified, LiceFreee’s (yes, it is spelled with that extra ‘e’) packaging was losing visibility and clarity on shelf. While the product remained highly effective, the design was no longer clearly communicating its performance or standing out in a crowded category. Shoppers needed to quickly understand what the product does and feel confident in its ability to safely kill lice. The opportunity was to refresh the packaging to perform stronger at retail, strengthen recognition, and immediately convey trust and efficacy at the moment of choice.
SOLUTION
In depth consumer interviews and competitive research revealed a range of factors influencing shopper decisions, from clarity of product function to ease of use and safety cues. Among these, reassurance and trust emerged as the most critical, as consumers needed to know immediately that the product could safely and effectively kill lice. Using these insights, we defined a clear messaging hierarchy that prioritized the elements most important to shoppers while retaining recognizable brand assets. The refreshed packaging made it quick and easy to see what the product does and visually and verbally expressed confidence and reliability, ensuring the brand delivered both clarity and trust at the moment of purchase.
RESULTS
The refreshed packaging delivered a visually compelling design that immediately communicates the product’s purpose, using an illustrative graphic to show the immediate effect of "killing lice," helping break language barriers. Key messages were streamlined into concise bullet points, making it quick and easy for shoppers to understand efficacy and safety. Modern colors and a simplified design elevated the overall look, creating a more trusted and confident presence on shelf. The clean, clear promise was front and center, ensuring the brand effectively reinforced reliability and performance at the moment of purchase.
Project completed with the incredible team at Finch Brands
BEFORE
