Splenda | Packaging Design & Innovation
Designed by Maria Pellegrino as a Graphic Design Intern at Splenda, Heartland Food Products
2024
Objective:
The objective of this exploratory design project was to develop various new, innovative packaging solutions that resonate with a modern, younger consumer base while addressing specific "Jobs to Be Done" identified by the design and branding team. The goal is to position Splenda as a contemporary lifestyle brand that not only fits into the daily routines of a health-conscious audience but also enhances them—whether at home, on the go, or in social settings.
Background:
Splenda is a leading brand in the sugar substitute market, best known for its zero-calorie sweeteners made with sucralose. Launched as a healthier alternative to sugar, Splenda has built a reputation for supporting weight management and diabetic-friendly lifestyles, offering a range of products that cater to both individual consumers and the food industry.
Target Audience:
The primary audience for this particular project includes individuals between the ages of 18 and 35 who lead health-conscious lifestyles with the aim of staying fit and either maintaining or losing weight. These consumers are part of a culture that appreciates convenience, visual appeal, and ethical consumption, often seeking products that are both functional and aesthetic. These users want packaging that complements their lifestyles—not just in terms of design, but also in how it reduces waste, saves time, and supports their health goals.
Design Process:
The design process began with in-depth research facilitated by the marketing and branding team to understand consumer habits and preferences around sugar substitute packaging. We focused on identifying key "Jobs to Be Done," such as making sweetening easier to use on the go or enabling precise portion control. From these insights, I used this to pinpoint key design opportunities, and moved into ideation with a range of concepts. Each design concept is unique to the point(s) they aim to address. Overall, this project aims to explore how form, design, and function can come together to transform packaging in a way that meaningfully aligns with the needs and preferences of the new, younger target audience.
“On the Go” Splenda Granulated Packet - Solution 1
Jobs to Be Done:
Create a new concept for Splenda Granulated Packets that addresses one or more of the following…
Convenient and easily used “on the go”
Prevents packets from spilling in purses, bags, pockets, etc.
Leverages emotional appeal to motivate consumers to reduce sugar intake
Design Solution
Inspired by a familiar form; resealable trail mix pouches
Small resealable pouch to be used and advertised for “on the go” use
Flexible material, easy to bring in bags or in the car
Leverages emotional appeal with a messaging shift, stating “Sweet Enough for You, Healthy Enough For Them”
“On the Go” Splenda Granulated Packet - Solution 2
Jobs to Be Done:
Create a new concept for Splenda Granulated Packets that addresses one or more of the following…
Convenient and easily used “on the go”
Prevents packets from spilling in purses, bags, pockets, etc.
Leverages emotional appeal to motivate consumers to reduce sugar intake
Design Solution:
Inspired by a familiar form; a gum container - great for “on the go” use
Material would either be a plastic closing container or a small folding cardboard carton
Leverages emotional appeal with a messaging shift, stating “Sweet Enough for You, Healthy Enough For Them”
Splenda Granulated Bulk
Jobs to Be Done:
Create a new concept for Splenda Granulated Bulk that addresses one or more of the following…
Eco-friendly / more sustainable than the current packaging
“Beautiful” enough to be kept on consumers’ counters to replace typical sugar jars
Provides an option for refills, so consumers do not have to buy new jars consistently
Design Solution:
Kraft paper / cardboard material suggests sustainable to consumers - is eco friendly and recyclable
Design is unique, aesthetic and “counter worthy”
Refill solution allows consumers to buy recyclable refill packs vs. replacing the primary jar as frequently
Jar Design Solution
Jar Refill Design Solution
Premium Line Liquid Water Enhancers
