Lunds & Byerlys Dressings
Private-label package serves up smart shelf strategy.
Lunds & Byerlys is an upscale mid-western grocery chain known for their history of quality, exceptional service, and specialty products. To leverage their growing success in the fresh dressing category, they partnered with Studio One Eleven to re-evaluate their packaging options.
Consumers were less than satisfied with the functionality of the outgoing packaging, so Lunds chose to seize this opportunity to emphasize their high-end offering and move to a more functional, identifiable glass jar.
Our collective goal was to improve functionality, gain own-able shelf presence, and reduce overall packaging cost while meeting retail shelf requirements. In addition to package design, Lunds & Byerlys also looked to Berlin Packaging to seamlessly transition into the new package… on a very compressed timeline!
Within just 30 days from initial introductions, Studio One Eleven and Berlin Packaging developed a strategy for a custom glass jar that met all objectives. The new straight-sided glass jar features a fluted base and soft-shoulder detail that was able to accommodate existing label dimensions. We improved functionality by maximizing the neck-finish for easy spooning and pouring. The addition of the black tamper-evident cap improved the ease of opening and offered a more secure fit than the outgoing closure and neck label. As a shelf strategy, we worked to maximize the height and neck width, giving it a larger silhouette than its equally-sized competitors, while reducing the fill capacity from 16 oz to 13 oz.