The Challenge
Royal Smilde holds various food brands ranging from salads to baked goods. They have seen a decline in demand with their wet salad products (potato salads & similar). They believe that this classic product, that has been in Dutch culture throughout history, is not being consumed by the newer generations.
The challenge to design a packaging for the classic potato salad which will appeal to Generation Y and Generation Z.
Ideation
Royal Smilde explained that the recipe of the product could be changed if we found out that the newer generations preferred other alternatives or ingredients in the wet salad.
Through research, it was discovered that Millenials and Gen Zs preferred it if the sauce was separated from the harder ingredients due to a more sensitive palete to the different textures mixing, adding a sense of personalisation when the user consumes the product.
After cenceptualising some ideas, the clients appreciated the sense of personalisation and having to build the salad up to your taste standards. The chosen direction was the paper tray with a plastic lining due to its high value to sustainability, using a circular material (paper) and subsutantially decreasing the use of plastic from its current packaging design.
Prototyping
Final Design
