September 2007
Intermediate to advanced
160 pages
5h 11m
English
Content preview from Packaging Makeover
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Pearls Olives
D E S I G N
Tesser Inc., San Francisco, California
M A R K E T
United States
before
Black Pearls Olives had been on the
market since 1992 and were a hit with
consumers. So when the manufacturer
Musco Olive Products Inc. acquired its
largest competitor, adding lines of
green and specialty olives, they
wanted to build a new packaging
architecture to accommodate all the
new varieties while reinforcing the
well-known Pearls brand. Research
showed that consumers recognized
the yellow color and bursting olives on
the old label design. Additionally, the
name “Black Pearls” was widely recog-
nized and liked. Tesser concluded that
an effective redesign would ...
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