SILK/ NEW PACKAGING / DESIGN BRIEF

Amanda VanHall

Silk Design Brief

William Corridori

November 10, 2010

Design Brief

Amanda VanHall Silk Design Brief Art Direction William Corridori November 10, 2010 Page: 2

Table of Contents

Project Overview

Company Portfolio

Category Review

Target Market

Competitive Analysis

Observations and Conclusions

Business Objectives and Design Strategy

Project Scope, Time Line, Budget

References

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Project Overview

In the world of soymilk, Silk is one of the many leaders. Organic soymilk has an annual growth of 20% each year in the United States. But with many competitors slowly emerging, what is going to make Silk stand out from the crowd? The majority of the competitors are offering the same or a similar product with not much differentiation.

When the consumer approaches the shelf the product has 2 seconds to attract their attention. This can be very difficult for a consumer to make this decision when all of the competing brands have similar color palettes, imagery, and package designs. These similarities could lead the potential consumer to purchase the competition.

With this rapidly growing market and more emerging competition, Silk needs to improve their package design to redirect the potential consumer’s purchase decision.

In order to properly achieve this goal, it is important that the essential data and research is established. This research will be conducted by developing a company portfolio, category review, target market review, and a thorough competitive analysis.

In order to conduct this project successfully, the redesign will be broken down into the six phases as followed.

Comprehensive visual audit and design brief

Client meeting

Creative exploration

Creative refinement

Develop approval presentation

Implement approved design solution

Phases

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2

3

4

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6


Company Portfolio

Company Background Mission What is Soymilk?

White Wave Foods Company established Silk soymilk in 1978, in Boulder Colorado. In 1996 they began to distribute all across the nation. Not too long after that they became the leading brand in the soymilk industry.

Silk cares deeply for the communities and their consumers all across the United States. Silk strongly supports the local Community Food Share and continues to do so. Silk also cares a great deal about the environment and is committed to using renewable energy and is responsible to their soybean sourcing. Silk comes in twelve varieties and is available in 98% of grocery stores.

“To make the world a healthier place in a responsible way – is still alive and relevant today. Our mission is to lead the full integration of natural soy foods into the average American diet through socially responsible and environmentally sustainable business practices.”

“Our goal is to leave a legacy we can all feel good about”.

Soymilk all starts with soybeans or soya beans, native to East Asia. The soybeans are soaked and then later ground into water. It can be coagulated in order to make tofu, just as dairy milk can create cheese.

- Craig Shiesley , President of Silk Soymilk


Health Benefits Renewable Energy Responsible Soybean Sourcing

• High in Protein

• Contains Lecithin

• Contains Vitamin E

• Lactose Free

• Casein Free

• Gluten Free

• Less saturated fat than cows milk

• Lowers Bad Cholesterol

Silk has been one of the first U.S. brands to utilize renewable energy. They have received recognition from the Environmental Protection Agency for using wind power.

Silk also has made a pact to purchase a Renewable Energy Certificate (REC) for every kilowatt hour of electricity they use in creation of their products. Currently, t h e i r R E C s h a v e a d d e d u p t o t h e equivalent of taking 23,000 cars off the road for an entire year.

The Responsible Soybean Sourcing Program’s purpose is to use soybeans produced in a sustainable, socially responsible and ethical manner. It is important not to deplete our crops and to care for the environment.


Category Review / Competitor Overview

Silk is currently one of the leading brands in the soymilk industry. Although, this is a rising market, as soymilk becomes more well known for its health benefits.

Silk has a vast variety of soymilk options that makes this brand popular. They are certified organic by the USDA, they utulize renewable energy, and are responsible with their soybean sourcing.

8th Continent Soymilk has been around since 1997. 8th continent was not doing well in the market and recently rebranded their identity. Since this change they have almost doubled their consumer base. Their previous brand identity was very similar to competitors, and now the revitalized brand completely stands out from the shelf by using differentiating colors and graphics.

8th continent soymilk offers the three basic flavors original, vanilla, and chocolate. With the options of original, light , and fat f ree. They are not marketed as an organic product .

Organic Valley offers a full line of USDA organic products. They were founded in 1988 by a family of farms selling their produces together. Their mission is “to save family farming culture through organic farming and distribute the highest quality organic food in the nation.” They produce a whole line of dairy products, vegetables, and meats.

They began to sell soymilk in 1994, and since then is one of Silk’s major competitors. Organic valley only offers four choices of soymilk: original, chocolate, vanilla, and unsweetened.

Soy Dream is owned by Imagine Foods, who was founded in 1971. They originally started off with a rice milk, and later added on more products. Taste the Dream offers a variety of organic products from milks, ice creams, and chocolates.

Soy Dream offers only three different choices: original, enriched, and enriched vanilla. Unlike most competitors Soy Dream does not always store their products in the refrigerated section of grocery stores. Soymilk does not need to be refrigerated prior to consumption. Soymilks began to place their products in the refrigerated aisles in the early 1990’s to compete with cow’s milk.


Silk 8th Continent Organic Valley Soy Dream

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Soymilk Consumers of 2009 and 2010

Soymilk has been a rapidly growing market since the mid 1990’s. Current trends have shown that people are becoming more conscience of their health and diet. Soymilk is thought to be a healthier substitute f o r c o w s m i l k . I n t h e p a s t d e c a d e grocers have been offering more organic products due to this trend.

Silk may be the leading brand in this market but within the last year these major competitors have increased their consumer base by an average of thirty percent in one year’s time. While Silk has only increased their consumer base by ten percent.


Category Review / Product Overview

Original

Heart Health

Organic

Light

Silk Organics includes Vanilla, Original , and No Sugar options. “A subtle touch of pure, organic vanilla takes Silk from simple to scrumptious. O n e s i p , a n d y o u ' l l understand why Vanilla's our most popular flavor.”

• 6 grams soy protein• 100% Lactose and Dairy

Free• ALA omega-3• Very low saturated fat• No artificial colors or flavors

Silk Original includes Chocolate, Original, and Vanilla options. “Our classic flavor was anything but plain; so now it’s called Original! Subtle, wholesome and just a little nutty, Silk Original is pure goodness in recipes, over cereal—even straight up in a glass. They don't call it an original for nothing.”

• 6 grams soy protein• Excellent Calcium Source• 100% Lactose and Dairy Free• Very low saturated fat• No artificial colors or flavor• ALA omega-3

Silk Wellness includes Heart Health and DHA OMEGA 3 Calcium options. "Treat your body to the triple benefit of DHA Omega-3, extra calcium and the goodness of soy—all with the signature smooth flavor you expect from Silk. 40% of the recommended dai ly calcium in every glass to support strong, healthy bones."

• 32 mg of DHA Omega-3• 7 grams soy protein • 100% lactose and dairy free• Excellent Calcium Source• Zero Cholesterol• No artificial colors or flavors

Silk Light includes Chocolate, Original, and Vanilla options “Feel strong naturally with Silk Light Original—signature Silk smoothness and wholesome nutrition for just 70 awesome calories per serving.”

• 90 calories• Excellent Calcium Source• 100% lactose and dairy free• Very low saturated fat• No artificial colors or flavors

• 120 mg ALA omega-3


Target Market

Silk soymilk’s product line has attracted a certain bracket of people. Silk’s products are healthy, organic, lactose free, and not an animal byproduct. For this reason, a young target market is really not interested in the product. More health conscience markets are usually middle aged and older. The average age of the target market that prefer to drink

soymilk is between thirty-five to fifty years old; they make up for seventy percent of the entire market. Eighty-one percent of this target market are caucasian, and sixty-two percent are females.

Another category of the target market that should be considered is their psychograph.

More than half of this market has never had children, and attended college and graduate’s school. They are well educated and have a higher level of sophistication. This market is concerned with their diet and fitness. They are concerned with their sugar and fat intake. They tend to exercise more and are involved in jogging, bicycling, and yoga.

• Female• 35 - 50 years old• Caucasian• College and Grad School • No Children

• Interested in Diet and Fitness

Key Factors


Competitive Analysis / Price and Promotion


Price per half gallon: $3.19 Price per half gallon: $3.09 Price per half gallon: $3.15 Price per half gallon: $2.89

In the grocery world, coupons are the best way to promote a food item. It allows the customer to feel like it is worth trying the product if they are going to save money.

Silk, like it’s competitors, choose to promote their products by coupons.Their target market is most likely to look for and use coupons.

Since their brand revitalization, 8th Continent has been trying to attract attention by creating consumer involvement. 8th Continent has been working on their public relations rather than their sales.

They are already one of the lower priced soymilks and with a new identity they need consumer recognition. They have done this by creating competitions for consumer made designs for their new packaging. All of their competitions benefit the consumer’s community.

Organic Valley strongly relies on their coupons in the newspapers and grocers’ weekly sales catalogs. As a company that produces a variety of foods they market each product separately. Instead of marketing coupons for any Organic Valley product they advertise each product separately.

Soy Dream does not independently have their own marketing. Imagine Foods entire product line “Taste the Dream” often promotes multiple products together rather than separately.

They often advertise by food category, whether it is milk, ice cream, or chocolate. As one of the least expensive soymilks available, not many coupons are offered.



Competitive Analysis / Primary Packaging

Silk’s primary packaging is very similar to its competitors. The package is made of a paperboard carton and a plastic spout. The color pallet is very primary and the graphics consist of soymilk pouring into a glass.

8th Continent’s primary packaging has similarities and differences in the packaging compared to the competition. They do utilize the same paperboard carton, but their graphics are what make them different.

Their colors are more playful than basic. They use a red - orange and a light blue. Their graphics do not consist of soymilk, instead they use a series of illustrated suns to attract the market.

Organic Valley’s primary packaging lacks any differentiating factors. They use the same paperboard carton, similar color pallet, and graphics. They incorporate primary bold colors to differentiate their product. They also use a wave of soymilk accompanied by some fruit or chocolate.

Soy Dream utilizes the same components as the competition with in their primary packaging. Their sister product Rice Dream is identical in packaging; the consumer would really have to pay attention to the brandmark in order to differentiate the two. Soy Dream also uses primary reds and blues along with a wave of soymilk.



Competitive Analysis / Individual 8 fl oz

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Silk’s individual serving is a plastic rectangular pouch. The pouch is narrow and can fit in the consumer’s hand. Their identity is consistent from their primary packaging to their individual serving. The same colors and graphics are utilized.

Organic Valley’s individual serving is similar in construction to Silk’s. It too has is plastic rectangular pouch that can fit in one hand. Their identity is not consistent with their primary packaging. Their target market seems to have shifted from adults to children. This can be seen through the use of their cow pattern, cartoon character, and their free hand typeface.

Soy Dream’s individual serving is a box like, paperboard carton. Their identity is consistent, and their individual serving is almost identical to the primary. Unlike the competition this box like carton is not as convenient to hold.

8th Continent does not currently have an individual serving on their product line. With their vibrant identity, they could profit in this field. Individual servings are ideal to pack for children and in adult's lunches.


Competitive Analysis / Shelf Presence


Figure 1 Figure 2 Figure 3

Silk’s shelf presence might seem dominating at first, but if you observe Figure 1 they are predominately taking up most of their shelf space with their multitude of product line options.

If you look at Figure 2, you will notice that their shelf presence has diminished when there are not so many. Their packaging seems to camouflage with the packaging around it. The surrounding packaging is also uses a blue color pallet with the same milk graphics.

8th Continent’s shelf presence is stronger then most of the competitors. In Figure 2 you will notice that their white carton with vibrant suns stand out from the crowd.

The surrounding packages of light blue actually create a frame around it and make it stand out much more. Publix’s soymilk, that is also a white carton, sits next to 8th Continent, but their color pallet still over powers and draws attention.

If you take a look at Figure 1, it is hard to spot Organic Valley. In Figure 3, at the top right, you may notice them now. Their primary colors are very close to the competitors and make it hard to attract the consumer.

Soy Dream is not present in this compilation, but their sister product Rice Dream is. Their packaging is identical and the only difference is the brandmark.Although Soy Dream is not in these photographs, we can still bring up a meaningful point. In Figure 2, Rice Dream is present on the shelf. Their packaging is very similar to soymilk products and was placed within their section. This could be very confusing for the consumer since there is an array of milk substitutes on the same shelf and all of their identities are alike in appearance. A consumer could be easily confused and make an undesired purchase.


Observations and Conclusions

Soymilk has become more of a well known product in the past decade. Within this time many brands have emerged. When soymilk first surfaced into this market, its major competitor was cows milk. Now that there are many competing soymilk brands, Silk needs to redirect and focus on who their true competition is.

The most crucial observation made was the lack of differentiation. There is no extreme differentiating factor in the product so

the brand must deliver. All of the soymilk brands, as well as cows milk, use similar colors and graphics. The majority of these products use the color blue and images of pouring milk. There is one thing that every single package has in common, they all utilize the same paperboard carton and plastic spout. With the same colors, graphics, and packaging this creates a hard decision on the consumer when it comes to the point of purchase.

Key Factors

• Lack of Differentiation• Similar Color Palette• Similar use of Imagery• Identical Packaging Materials

• Identical Packaging Construction


Business Objectives and Design Strategy

Business Objectives

Design Strategies

Ensure that Silk products are clearly differentiated visually from all competitors.

Improve market share by developing a more extensive product line.

Develop a new packaging system that meets Silk’s philosophy and budget.

Define a color palette that will be used consistently and is unique to the competitors.

Explore concepts that will utilize imagery to define the product line.

Develop a list of new flavor possibilities to add to the product line .

Apply 1 - 2 new flavors to the 8 fl oz product line.


Project Scope / Time Line / Budget

• Assemble a company portfolio with a extensive background, mission, goals, current practices.

• Assemble a category review where the top three competitors are compiled. This will include their background information, sales trends, the silk product line, and their target market.

• Conduct a competitive analysis, where Silk and its top three competitors are evaluated. This wi l l inc lude pr ic ing and promotion, pr imary packaging, indiv idual 8 f l oz serv ing, and shel f presence.

• Observations and conclusions will be discussed at the end of the audit to help identify areas in need of improvement.

• Business objectives and design strategies will be defined.

Phase 1 wi l l requi re 5 weeks and the product ion of the des ign br ie f wi l l cos t $800.

Phase 1 - Comprehensive visual audit and design brief 10/6/10 - 11/3/10

• Discuss the findings in the visual audit.

• Address business objectives and design strategy for approval

Phase 2 wi l l requi re 1 week and wi l l cos t $200.

Phase 2 - Client meeting 11/10/10 - 11/17/10

Phase 3 - Creative exploration 11/17/10 - 11/24/10

Phase 4 - Creative refinement 11/24/10 - 12/1/10

• Develop a maxiumum of 10 creative designs that meet business objectives

• Research materials suitable for packaging that is suits the company needs.

Phase 3 wi l l requi re 1 week and wi l l cos t $1,000.

• Refine the top three out of the 10 concepts• Test the three refined concepts on target market.

• Evaluate target market results to help decide which concept to present.

Phase 4 wi l l requi re two weeks and cos t $2,000.


Phase 5 - Develop approval presentation 12/1/10 - 12/8/10 Phase 6 - Implement approved design solution 12/8/10 - 12/15/10

• Develop a presentation to show findings, research, and solution.

• Receive client approval

Phase 5 wi l l requi re one week and cos t $400

• Develop product mockups to send for production.

Phase 6 wi l l requi re one week and cos t $600.

Week 1 2 3 4 5 6 7 8 9 10 11

Phase 1

Phase 2

Phase 3

Phase 4

Phase 5

Phase 6


References

8th Continent . (2010). Retrieved November 02, 2010 from 8th Continent Soymilk: http://www.8thcontinent.com .

Organic Valley. (2010). Retrieved November 02, 2010 from Soy Product: http://www.organicvalley.com .

Quant Cast. (2010). Retrieved November 02, 2010 from Target Market: http://www.quantcast.com .

Silk Soymilk. (2010). Retrieved November 02, 2010 from Silk: http://www.silksoymilk.com .

Taste the Dream. (2010). Retrieved November 02, 2010 from Soy Dream: http://www.tastethedream.com .

The Brand Channel . (2010). Retrieved November 02, 2010 from Soy Milk Trends of 2009- 2010: http://www.brandchannel.com .

Documents

SILK/ NEW PACKAGING / DESIGN BRIEF