I developed a packaging strategy, “Pragmatic Expression” that balances functional clarity (pragmatic design) with expressive storytelling (visual narrative). The approach included:

• Rigorous market research and consumer insight to uncover common pain points (overwhelming visuals, confusing labels, weak differentiation).
• A design system applicable across categories: consistent color coding, structural hierarchy, iconography, and branding elements, yet flexible enough for category-specific storytelling.
• Packaging layouts that “speak”, using visuals, copy, and structure to guide the shopper’s eye, deliver key messages, and evoke emotion.
• Collaboration with BUs and supply-chain partners to ensure manufacturability, cost control, and global rollout feasibility.

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The new packaging strategy delivered tangible improvements in shopper behavior, brand perception, and sales:

• +22 % uplift in shelf-standout score (measured via in-store concept tests) vs. legacy packaging.
• Reduction of shopper confusion by –28 % (measured in usability / comprehension tests).
• Across all sport categories, average sales lift of +8–13 % in SKUs during the first 6 months post-launch.
• Brand perception scores improved: “innovative / premium / clear value” metrics each rose by 8–12 points in shopper surveys.
• Adoption rate by BU: 100 % rollout in global markets within 12 months, with over 90 % of SKUs converted in 8 months.
• Packaging-related customer service complaints (e.g. mis-labeling, damaged packaging) declined by –20 %.
• Collectively, the new packaging elevated product visibility, streamlined the shopping experience, and reinforced Wilson’s identity through every touchpoint.

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