Leading an Artwork Refresh to Increase Sales Velocity
A scaling FMCG brand was planning to refresh its packaging artwork in anticipation of increased in-store distribution. The CEO and interim CMO wanted to use this packaging refresh to shift the artwork from text-heavy to visual communication but didn’t have the internal capability to lead the process.
Fast-Cycle X connected directly with the artwork agency to execute this artwork refresh. As part of the process, Fast-Cycle X conducted multiple rounds of quantitative testing to confirm the visualizations were effective in communicating key benefits. This process actually shortened the original timeline by eliminating unnecessary artwork rounds while improving the final outcome. Additionally, the output of the research helped to avoid choosing icons that were not very meaningful to consumers but popular internally. Sales velocity has increased and overall sales are on track to double.