Bisquick

Sales up 81% year over year since the redesign!

Challenge:

Bisquick is a venerable and highly regarded brand in the pancake mix category. However, Bisquick's Shake 'n Pour bottle was dated in appearance and suffered from weak on-shelf impact. In addition, a lack of intuitive instructions and effective ergonomics for mixing and pouring the batter led to inconvenient preparation and inconsistent results.

Insight:

Sequence of Use testing revealed that the directed fill level for the bottle was not clear. In addition, users had trouble gripping the bottle to separate the dry contents and to shake it to mix the water and powder, creating batter. Concept development involved creating new brand imagery through structural forms as well as forwarding a range of ergonomic solutions for two container volumes.

Solution:

New Bisquick Shake 'n Pour containers feature a through-handle for better gripping and a pronounced fill-line to ensure proper preparation and great-tasting pancakes every time. The bottle form reflected the smooth, fluid and organic shape of the pancake itself and became a powerful equity component for the brand.

Download Case Study         Email Case Study

Before

Preliminary Concept

Product Detail