The Business Question:

Revitalizing a Spirits Brand ​
Packaging Redesign for Imported Triple Orange Liqueur​

A spirits company aimed to reposition their Imported Triple Orange Liqueur brand from a trade-focused "cheater brand" to one with a strong brand personality. ​

Historically marketed as a more affordable and better-tasting alternative to a premium competitor, the brand sought to redesign its packaging to communicate its essence, appeal to its target consumers, and distinguish itself from competitors.

The Answer:

Online Quantiataive Survey for Package Testing

To gauge consumer reactions to the new packaging designs, MDRG conducted a fast, cost-efficient quantitative survey targeting 25-34-year-old professionals who frequently make craft cocktails. Respondents evaluated six packaging designs, providing insights on brand positioning, purchase interest, and personal preferences.

In just under 4 weeks, we delivered valuable, actionable insights, allowing our client to make informed, impactful decisions quickly. This streamlined approach ensured the project was both timely and effective, offering the client exceptional value without compromising on the depth or quality of insights. 

What Did We Learn?

The survey revealed that two designs, Design A and Design B, effectively communicated the desired brand positioning and personality. ​

• Design A: Rated highest for being "Alive" (62%) and "Sensuous" (51%). It had excellent shelf presence and was most often selected for its distinctiveness and appealing orange peel design.​
• Design B: Rated highest for being "Passionate" (38%), "Celebratory" (56%), and "Italian" (36%). It was frequently chosen for its appealing bottle shape and overall design.
  

Both designs showed strong purchase interest, with 82% of respondents likely to purchase Design B and 74% likely to purchase Design A. The preference for these designs suggests they would perform well on the shelf and effectively appeal to the target demographic.