FMCG Product Range Problems

I adore this new kefir from Tim’s Dairy – I buy it on repeat every morning on the way to the office. The only issue? The Kefir SKU looks identical to the Greek SKU – and Waitrose stack the Greek yoghurt into the Kefir fixture.

First world problems you may say…

Consumers (and myself) – end up, hunting in the other fixture for the product they are looking for…
They push the product back all the way to the back of the fridge – trying to find the SKU they are hunting for, and leaving 0 front facing visibility.

Range navigation is one of the main requests we get from clients for their packaging design as they scale. The tendency to repeat what has already worked has implications not just for your new range – but also for your other SKU’s which may be being disrupted or filled incorrectly while consumers and retailers hunt for your product.

Daniel Hinde

Daniel Hinde is the Founder & Creative Director of Greatergood® Brand & Packaging Design Agency – a London-based branding and packaging design agency specialising in FMCG & CPG consumer brands.

With over 20 years of commercial experience building brands for global household names and hundreds of disruptive challenger brands – Daniel leads Greatergood's strategic and creative output across brand strategy, brand design, packaging design and retail strategy.

His work spans food and drink, health and wellness, supplements and everyday consumer goods – from early-stage startups preparing for their first retail listing to established brands repositioning for growth.

Range navigation isn't a design detail – it's a commercial one

A shopper hunting for the SKU they bought and loved previously – is a shopper who may not come back for the right one. We help brands build packaging systems where every product is immediately findable – on shelf and online.

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