The results of the research provided the client with valuable direction and recommendations for the brand and its packaging. Key findings were provided for US and Canadian centres as well as for the UK.
Psychoanalytics research provided new and deep insights on the position of gin in consumers’ minds and what informs their beliefs about the category. It also provided the client with new learning on the unconscious motivators that are related to gin consumption.
The semiotic analysis provided clear direction on bottle shape and colours, label content and design, and optimal type of bottle closure. The impact of the research was to better position the brand to compete in an increasing crowded space with a unique position and packaging that communicated the brand essence in a much improved fashion.