The story: Obentec, the brand behind the Bento-Ware Laptop Lunches, came to McDill Associates with both a messaging and packaging issue. The company makes a waste-free meal packaging product line, but there was confusion among both trade customers and end consumers about what the company actually produces. This confusion extended to the company’s packaging, which didn’t communicate points of difference or engage shoppers. The company needed to protect market share and expand its customer base.
The challenge: The redesign targets moms who care about purchasing products that reduce waste in their family’s on-the-go meals and snacks.