Client: Nestlé
Year: 2023
Agency: Innoleaps
Project: Product Innovation & Product Portfolio Expansion
My Role:
Concept, Art Direction, Strategy, Design
This project aimed to innovate within Nestlé’s superfood product category by creating new concepts tailored to health-conscious consumers. Through extensive consumer research, data analysis, and iterative testing, we identified and addressed key pain points, such as accessibility, trust, and convenience in the superfood market.
The project was significant in refining product positioning and developing concepts that aligned with emerging health trends and consumer needs, ensuring relevance in a competitive market.
Execution & Collaboration
Facilitated Ideation Workshops: Led ideation workshops with Nestlé’s team, resulting in the development of five distinct product concepts: gummies, powder range, capsules, pre-packaged snacks, and drinks. These were aligned with consumer insights and brand goals, setting the foundation for subsequent testing phases.
Iterative Prototyping & Testing: Directed the creation of prototypes for the five concepts, based on focus group feedback, continuously iterating on designs to refine the product concept and maximize consumer appeal.
Streamlined Processes: Introduced efficient tools like Miro and Notion for collaborative workflows, which enhanced team productivity and ensured all stakeholders had real-time access to project updates.
Visual Concept Development: Took ownership of designing visual mockups and packaging for all five concepts, translating abstract ideas into tangible visuals that helped stakeholders make informed decisions.
Unified Team Efforts: Partnered with marketing, R&D, and production teams to deliver a cohesive brand concept that met Nestlé’s strategic objectives and exceeded quality expectations.
outcome
The winning Concentrated Liquid Superfoods concept was refined and optimized based on testing insights, particularly around communication of its ease of use, nutrient density, and health benefits. It aggregated FFC*: 0.606% in early tests and 1.443% in later iterations.
The project was well-received by Nestlé's team, with positive feedback on the innovative approach and strategic alignment with the brand’s goals.
Set a benchmark for future portfolio innovations at Nestlé by integrating consumer-driven insights, rapid prototyping, and iterative testing, resulting in a scalable and repeatable framework for future campaigns.
*Full funnel conversion formula: (amount of waiting list sign-ups / ad reach ) * 100%
Aggregated Full funnel conversion rate benchmark: 0.08% - 0.12%
