Packaging design /  Helping Dutch Lady ready-to-drink milk successfully launch a new pack design without disrupting sales 🇲🇾


As part of a global push for harmonisation of the front-of-pack (FOP) design, ​the SEA Dutch Lady team had engaged in a pack re-design exercise. However, concerns persisted on proposed range of design options: will they negatively impact pack performance at-shelf (findability, visibility, appeal, message communication and persuasiveness), and subsequently sales​?


Before -> After

Approach: mixed methods (quantitative eye tracking and qualitative shop-alongs, reflective 1:1s with semiotic decoding)

Qualitative shop-alongs and reflective 1:1s helped us build a contextual understanding of what shoppers look for when they head in-store to buy their Dutch Lady pack. Given the category, shoppers included kids as well, so we interviewed them together with their parents to understand key identifiers from their perspective.

These 1:1s also gave us an opportunity to semiotically decode each pack element on current and proposed options to understand what elements help retain core brand communication: delicious, nutritious, fresh, natural, quality; and add to the appeal.

Put together with quantitative eye tracking, this helped us build a strong understanding of equity elements in the pack design:

  • Key brand identifiers

  • Key variant identifiers

  • Key communication elements 

  • Elements driving brand perception and imagery

  • Elements driving purchase consideration

Consolidating all, we were able to clearly outline design elements to be retained vs. elements that could be let go of without negatively impacting on-shelf pack performance, and thereby arrive at a definitive way forward.


  • Insights translated into action: new pack design launched in SEA (look for one in your nearest grocery store!)