A.Vogel, known for its natural self-care products, wants to better inform consumers about its fifteen registered Traditional Herbal Medicines. The aim of this project was to determine which terms on the packaging best communicate that the products are effective, without undermining the natural image.The central question: Which term on the packaging strengthens trust and purchase intent, and which terms might deter consumers? To answer this, 5hellos examined both the appeal and potential drawbacks of four possible terms: Medicine, Traditional Herbal Medicine, Plant Medicine, and Herbal Medicine.
“The point is that it’s a registered herbal medicine! That makes the world of plants and herbs so much more interesting.” – Session participant
The research consisted of an online survey (“booster”) with 81 respondents, and four 5hellos sessions with a total of 21 participants from each of the two customer groups (users of self-care products and users of Echinaforce). Each session lasted 30 minutes, and participants completed a short survey beforehand about four different packaging designs. Based on their survey responses, our expert moderator Marielle guided the conversation. This ensured a strong focus on the specific topics A.Vogel wanted to explore.
5hellos delivered a concise and practical report summarizing the key insights. The feedback provided A.Vogel with guidance on which terminology communicates clearly and aligns well with the brand. We also identified themes for future communication.
“Great to get quick insights into how consumers actually experience the packaging.” – Jimke Scholten, Commercial Director A.Vogel
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