Package Design - April 2014 - 21

SPONSORED BY

MAKEOVER CHALLENGE
"We capture a
brand's unrealized
potential, and create
visual packaging
design platforms,
which resonate with
consumer needs
where they 'live'
today."
Jackie Delise
vice president of Zunda

Zunda

Group

w w w.zunda grou p.com

THE FIrM
Strategic branding and package design agency-Zunda
Group-specializes in
unleashing the potential in
its clients' brands. As a solution partner, Zunda uses its
deep consumer understanding and advisory expertise to
transform insights into business-growth opportunities.
"We help our clients see
beyond, to apply their natural
branding instincts through a
uniquely different 'lens,' by
collectively considering a variety of brand-building scenarios, marketplace dynamics,
consumer behaviors and category realities," says Jackie Delise, vice president of Zunda.

THE pHILoSopHY
To discover these opportunities, Zunda uses consumer
insights and research. "Subconscious triggers are identified which have effects on a

consumer's behavioral
dynamics, selection and purchase habits, patterns and
practices," Delise explains.
"Our philosophy is that
opportunity is discovered in
the unknown, that which is
unseen, that consciously we
cannot simply articulate.
Though Consumer Insights
and Research, subconscious
triggers are identified which
have effects on a consumer's
behavioral dynamics, selection and purchase habits,
patterns and practices."

THE proCESS
Insights not only inform Zunda's design process, they help
the agency to discover the
white space or a perceived
gap between a brand's strategy and design. "We can then
create viable, commercial
success consistently for our
clients' brands," Delise says.
"We capture a brand's unreal-

Zunda Group's Makeover challenge team includes charlie Zunda, partner;
Gary seve esposito, partner; Todd Nickel; siri korsgen; Tina lopes;
Michael leleux; Jerry Dietter; lauren Millar; Maija Riekstins-Rutens; Don
Wintman; and Blair McMorrow. Not pictured: Jackie Delise.

ized potential, and create
visual packaging design platforms, which resonate with
consumer needs where they
'live' today."

In aCTIon
Zunda was instrumental in
transforming iconic actor
Paul Newman's homemade
salad dressing, from a holiday
gift for friends into a retail
brand. "We saw potential in a
growth trajectory to become
a leading national food
brand," Delise recalls. "We
partnered with the brand to
create a personality centered
on the irreverent tone and
manner of Paul Newman's
image, featuring the visual

platform across all packaging, with the actor dressed as
brand caricature in 'costume.'
This key equity element is
combined, with the all-natural goodness of ingredients,
and great taste consumers
love.
"Fast forward 30-plus
years," she adds, "and an
indelible mark was left on this
planet, in many ways."
The Newman's Own brand
has now taken on a life of its
own-as a master brand
known for its high quality, allnatural attributes, and its "All
Profits To Charity" platform,
which has generated more
than $400 million in charitable contributions." PD
PACKAGEDESIGNMAG.COM

21
Package Design - April 2014

Table of Contents for the Digital Edition of Package Design - April 2014
