Bilingual packaging design update for Aunt Jemima
Company: Quaker Oats Company.
Project: Pancake mix package update.
Purpose: Encourage increased product consumption rate by simplifying usage instructions, adding non-breakfast meal recipes, and communicating all information in bi-lingual text.
Solution: Retain the brand equity/look that consumers know, while making subtle cosmetic enhancements to create a more user-friendly package. Bugs on the front panel direct attention to the new recipes and the product’s long-standing heritage (year-of-origin). The back panel is better organized to first indicate traditional pancake instructions and then follow-up with new and easy recipes for lunch and dinner meals.
Outcome: Consumers are using dramatically more product since packaging was updated.