The Designalytics Effectiveness Awards, in partnership with Dieline, were created to help elevate the role of package design by spotlighting the impact it can have on consumer brands. As always, winner selection was entirely data-driven, based on sales performance in the marketplace, as well as rigorous quantitative consumer testing. This year’s grand prize winner is BUILT and its agency, Interact Brands.
Founded in 2018, the brand creates snacks for protein-conscious, on-the-go consumers, and this reimagined packaging leans into its strengths. Among other changes, the new look features a bolder logo, a modified hierarchy of communication, and enhanced flavor imagery. Consumers embraced the new look, with nearly two-thirds preferring this version over the previous design, and the sales results reflected this. During the six months following the redesign, dollar sales tripled and sales per point of distribution doubled compared to the same period during the prior year.
"The response to our brand refresh has been incredible. It's been exciting to see so many people connecting with BUILT in a whole new way,” said Megan Crossland, chief commercial officer at BUILT. “We’ve always known we had a great product, but this new look helped us show up on shelf in a way that truly reflects who we are. Big thanks to the Interact team for their creativity, collaboration, and vision. Their work played a big part in helping us reach more people."
Designalytics will be announcing the rest of this year’s Designalytics Effectiveness Award winners soon. In the meantime, congratulations to the teams at BUILT and Interact Brands on an impressive redesign and a well-deserved grand prize!
