The challenges of packaging design for online private labels
The leading online food retailer in the Czech Republic, Rohlik.cz, has recently launched a number of high-end private-label products in various categories from coffee to deli products to paper products. Rohlik’s private label brands face the challenge of having to attract consumers to click and buy without one of the main benefits of selling a new product in a bricks-and-mortar store: the possibility for the consumer to take the new package in his or her hands and get to know the product before buying. How is designing packaging for online private labels different from designing products that are meant for sale in stores? What attributes are necessary in order to attract consumers to purchase? And how did the own-brand team at Rohlik cooperate with the packaging design supplier of many of its newest and most successful brands, the design and innovation agency Cocoon? Hear the inside story of the development of Rohlik.cz’s online private labels from two people who were at the helm of several successful projects, Petr Chvojka from Rohlik.cz and Jiří Votruba from Cocoon Prague, in this exclusive case study.