gabiyo, as a small player in the market, found itself in huge competition. It had to make a strong mark against competitors with big names and much bigger marketing budgets to get consumers to know and like their products.
Therefore Meraki's most important task was to introduce their products to the market, and to the major stores and chains.
Meraki carefully examined the brand and the market conditions and concluded that the existing packaging was not suitable to achieve its business objectives.
Firstly, the design needed updating. The granola bags needed to be addressed, as the products inside the bags were crushed during transportation, which was a major drawback for granola. (It resulted in a powdery consistency, which seriously diminished consumer experience).
At the beginning of the planning phase, it was clear that the key was to harmonise the product range in order to strengthen the brand image and to take advantage of cross-selling.