Using design to increase brand visibility on crowded shelves is nothing new.

Using creative tools to identify those opportunities, for teams who don’t traditionally view the world through a design lens, has huge potential for brand building.

How can we create a handbook and training module that take teams on a shopper journey, illustrated with design principles and evaluation tools, to not only deliver great outcomes, but identify them in the first place?

Assembly of design principles and behavioural science truths, mapped to the STOP > HOLD > CLOSE sections of a shopper journey

Printed and digital versions of a ‘shopper-led design’ handbook, with associated training module, research methodology and worksheets.

Deployed from board level to brand teams and used to drive the design strategy of a major brand refresh

Client: CONFIDENTIAL via Webb de Vlam

• Identification and synthesis of design principles and behavioural science truths, overlayed onto the grocery channel shopper journey

• Collection of inspirational examples for each topic via in-store safaris

• Lead author (alongside our client and design team)

• Creation of training module and associated worksheet templates

• Creation of ‘shop along’ research methodology and ‘so what’ framework for this type of challenge

• Facilitating and delivering training

• Embedding handbook principles into design briefs via co-creation workshops

• Strategic and creative direction of 2D & 3D pack execution for tier 1 brand