Orbit was losing shelf tests to louder competitors and the instinct was to get louder. The problem was legibility, not volume.
Existing print runs could not be scrapped, so the system had to work alongside old stock for a year.
We established what a shopper needs to read at two metres, and what can wait until the pack is in their hand.
The hierarchy was rebuilt around that distance, tested as flat printouts on a shelf before any design.
Then colour, type and a system that co-exists with a year of old stock.
The range held its facing in every store that trialled it, and the old stock sold through without looking like a different company.