Case Study

Blas y Tir Project

  • Competitor Comparisons
  • Design Guidelines
  • Rebrand

The Real World User Insights service equipped Puffin Produce with insights into new, original, and competitor packaging design performance.


This study informed graphic design decisions implemented in the final Blas y Tir packaging design.

The Brief

In-Store comparison of Blas y Tir design against original and competitors.


Puffin Produce were redesigning their Blas y Tir range packaging. They wanted to understand consumer perceptions and preferences of the new pack design compared to the original and market competitors. This product is sold both in-store and online, so for this this study we conducted user-tests in both a simulated supermarket environment as well as an online desktop format.

Initial Design


Puffin Produce were rebranding their Blas y Tir range, and wanted to understand buyer packaging preferences.


The original Blas y Tir pack design emphasises the brand and product’s origins – Wales. It was important for Puffin Produce to update the brand but keep the product origin as a strong part the new design.

Holistic Insights


Qualitative, Quantitative, and Eye Tracking


Live data collected as customers ‘shopped’ in the supermarket to help us understand design performance of Blas y Tir’s new, original, and competitor packaging designs.



Final design informed by scientifically evidenced insights and guidelines.


Through this study, we discovered key design insights to improve the new pack design, as well as the general performance of the new pack compared to the original design and competitors. These insights were taken forward to improve the final design before launch.


“The new packaging is very nostalgic, but also brings a fresh, modern look to the brand, whilst still being decidedly Welsh!” – Marketing Manager


What they say

“The [Real World User Insights] allowed us to test our new packaging designs with consumers in a close to real life environment which otherwise wouldn’t have been possible. The valuable feedback provided evidence for us to take to retailers about the shelf standout of our new packaging.”


Huw Thomas
Managing Director, Puffin Produce