Brief
Refine TOTM's packaging system to perform harder at retail, giving a fast-growing product range a clearer layout, stronger brand presence and updated messaging hierarchy, creating a more shoppable, stand-out presence on shelf.
Client
TOTM is an organic period care brand, stocked in over 1,800 stores in the UK including Waitrose, Ocado Wholefoods.
Services
The situation
What challenge was our client facing?
TOTM's range had grown quickly, but the packaging hadn't grown with it. The brand had an updated strategy and messaging that wasn’t being communicated on pack, the range was inconsistent in terms of pattern, colour and typography and the layout wasn’t optimised for retail with key details like absorbancy getting lost. The sides and back of pack had been overlooked so the brand’s message wasn’t getting communicated as strongly as possible.
Before
After
The Task
What outcome were they hoping to achieve?
To create a more strategic and retail-ready range with a clear system for future packaging development. To have the key benefits of the products be more quickly communicated and the brand messaging more clearly showcased.
The action
What steps did you take to help them get there?
We refined the packaging system to work harder in the retail setting. We rebuilt the layout and design hierarchy so the full range reads clearly and shops easily side by side.
We consolidated the palette around one hero brand colour to give the brand stronger, more consistent blocking in store. We developed a set of new patterns to support upcoming product launches, and redesigned the back of pack to better showcase the brand and lift conversion at the point of purchase.
The Result
What was the final result?
TOTM came away with a packaging system built to scale: a clearer shelf presence, an easier-to-shop range, and back-of-pack design doing more to sell the brand rather than just inform.
What our
client said
“The Freckle team worked on our packaging refresh for us, helping to translate consumer data into updated packaging that really stands out. The whole experience has been fabulous, Claudia has kept pace to an incredible amount of very tight deadlines, worked through many creative challenges with us and kept an eye on all those tiny details.
Freckle truly helped bring our vision to life and we’re so excited for the new packaging to hit the shelves. Packaging work can be fiddly and a bit painful, but Claudia has helped make it feel seamless and smooth. I will definitely be booking Freckle to work on future projects.”
lizzie, head of marketing