STRAT7 had conducted a self-funded study into ‘chaos packaging’, a niche but increasingly relevant trend within FMCG categories. The research was detailed and data-rich, but it needed to be shared with industry audiences in a way that both communicated the findings and demonstrated STRAT7’s capabilities as a research and insights agency.
The brief was clear: create a visually interesting, engaging asset that promoted the study and its results. It needed to be fun and compelling, not another dry research document.
We began by immersing ourselves in the study, reading through the detailed documentation to fully understand the context and findings. We then structured the content by dissecting the research output, writing copy that made the story compelling while remaining clear about the methodology and outcomes.
For the design, we explored creative approaches that were visually on-brand for STRAT7 while embracing the ‘fun’ brief. We developed mood boards to test different directions, settling on an approach that felt fresh and distinctive.
Crucially, we applied the principle of ‘chaos packaging’, the very concept being studied, to the asset itself. While tasked with creating a PDF, we designed the front cover to look like anything but a standard PDF document, creating intrigue and visual distinction.
A visually intriguing asset that stood out and encouraged downloads and engagement. The PDF successfully distilled a long, detailed, data-heavy PowerPoint into a short but informative story that served multiple purposes: it shared the study’s outcomes with those considering chaos packaging strategies, demonstrated STRAT7’s capabilities as a research and insights agency, and fundamentally differentiated itself from typical research documents that are often content-heavy and visually similar.
The asset became a tangible proof point of STRAT7’s ability to take complex research and transform it into compelling, shareable content, a key differentiator in the FMCG sector where insight-driven decisions are critical.
