Kavli Repositioning

Cheese In A Tube Sounds Ridiculous, But It's Actually Kinda Fun - We set out to prove it

Concepting, designing, and prototyping to solve
problems and create exceptional experiences

Summary

Kavli, which is essentially squeezable cheese in a tube, is a Swedish product that is popular to their home audience. However, the current packaging is akin to what the US market associates with toothpaste (gross). In an effort to get Kavli US market ready, I led the package redesign and AR filter efforts.

Details

Date: 

February 2018

Client: 

VCU Brandcenter

Category: 

Campaigns / Brand Positioning / Package Redesign / Experimentation

Skills: 

Concepting / Product Design / Prototyping

Objective

Make Kavli US Market Ready

Kavli wants to be the next Swiffer for the US market. However, it's not as easy as just doing awareness advertising in key markets - there are some aspects of the brand that don't translate as easily in US culture as in Swedish culture. The thought of cheese in a tube to Americans at first grosses people out, but it presents a unique marketing opportunity to flip that perception. It's our objective to make sure the transition to the US market is seamless and to have Americans say to themselves, "Why wasn't this here sooner?!"

Concept

Kavli isn't just any cheese - it's the fun cheese

When we were testing out people's initial reactions to Kavli, it was pretty mixed. Some saw the cheese and bacon combo and went for it, directly squeezing it into their mouths. Others got grossed out by the current packaging and didn't want to try it. The reaction gave us some valuable insight - the people who were game to try it just went for it. No hesitation. The concept of cheese in a tube wasn't too far out for them to try it, so we knew that once we could change the packaging to encourage straight up squeezing into the mouths, the better reception it would have for consumers.

Packaging Redesign

Playfulness both outside and in

When Whitney Downing and I sat down to come up with the packaging design, we both knew that keeping the playfulness was crucial in the redesign. While Whitney focused on the visual design, I designed the new packaging form and created the 3D models for presentation. We wanted to offer various sizes for various levels of commitment: 32oz, 24oz, 12oz, and 8oz (for those wanting their Kavli fix on-the-go). We also created various flavor options, including Brie, Cheese and Bacon, Cheese and Chorizo, Cheese and Chili Pepper, and Mild Cheese to appeal to the US flavor palette.

AR Filter

It's Raining Cheese!

Following through on our earlier insight, we wanted to inform and encourage those hesitant about Kavli to see the "right" way to use our product. To demonstrate this, I created a Facebook AR filter using Facebook's AR Studio. When someone activates the filter and open their mouth, Kavli cheese will rain down from the heavens to feed them our delicious cheese in a tube. Based on personal experience, the filter's pretty addicting to interact with because of its shear silliness, so use responsibly.

The rain of Kavli cheese was created as a gif in Photoshop, then transferred over to AR Studio to react when it detected an open mouth. This AR filter serves three purposes: to inform, entertain, and to be sharable with friends on one of the largest social media platforms, Facebook.

Concept

Use AR to animate instructions right off the page for improved context

AR provides two key features that help users further understand their environment. 1) It puts in augmented content wherever the user holds their phone camera and 2) Provides context in the X, Y, and Z axises instead of just two like traditional mobile applications.

Why this works

Use AR to animate instructions right off the page for improved context

IKEA Assembly is a mobile application that uses augmented reality to place animated instructions into the user's environment.  The little details and context that get lost in a picture can be clarified by the user walking around, moving closer and away from the model, and iconography representing key tools and actions needed.

Why this works

Raises Awareness

Raises awareness about a new CPG in a fun and entertaining way.

Redesign Encourages Use

With the packaging being an enabler instead of a deterrent, it invites people to have fun and use Kavli in whichever way inspires them.

Appeals to US Market

By leveraging the path cheese wiz has paved, we tweaked Kavli's untraditional packaging to offer an alternative to cheese wiz that's uniquely Swedish (and now American).

The Process

behind-the-scenes: 3D Modeling and AR Filter Prototyping Screenshots

Concepting, designing, and prototyping to solve
problems and create exceptional experiences

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Your objective should always be to eliminate instructions entirely by making everything self-explanatory, or as close to it as possible. When instructions are absolutely necessary, cut them back to a bare minimum.

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Heading

The spectacle before us was indeed sublime.

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The Team

Whitney Downing, Art Director • Angelica Ortiz, Experience Designer/Creative Technologist

The campaign team: Derek Longest, Creative Brand Manager• Lauren Vickers, Strategist • Jass Sosa, Strategist • John Sokolowski, Copywriter • Whitney Downing, Art Director • Angelica Ortiz, Experience Designer/Creative Technologist

MY RESPONSIBILITIES

Product Design, 3D Modeling, Prototyping

TOOLS USED

Cinema 4D, Photoshop, Facebook AR Studio

MY RESPONSIBILITIES
CONCEPTING
PROTOTYPING
TOOLS USED
PHOTOSHOP
FACEBOOK AR STUDIO

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Legowerk UX kit

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