The Client

Saffi foods is a start-up based in the incubator m-hub in Chicago. Saffi deals in importing high quality, organic seasonings and oils (Olive oil). Saffi foods sold all it's products in Co-ops and organic grocery stores in a bulk setting.

The Brief

Saffi’s goal is to sell olive oil in the grocery store bulk food section with a refillable container. The design should attract consumers, fulfill user requirements in the kitchen and be transportable between home and the grocery store.

Design Requirements

• Airtight

• Watertight

• Drip-proof

• Easy to pour

• Dishwasher safe

• Refillable

• Fun to use and fits Saffi brand

Research

Our research was very hands-on and in the field for the most part. we visited many grocery stores, home-decor stores and interviewed users of bulk products.

In-store

We started off by going to various grocery stores and organic outlets which sold products in a bulk setting to understand what the current market situation was.

Places Visited

• Whole foods

• SugarBeet Co-op

• Dill Pickle

• Fresh Thyme

• Stanley's

• Eataly

• Merchandise Mart

Key Takeaways

In-store

• Sanitary design at the Water dispenser

• Various islands of Olive oil product

• Opportunity for refillable container design

• Sea of olive oil options on shelf

• Olive oil pressing meant to attract consumers

• Different olive oils sitting open to be tasted

• Mural educates customers about olive oil

• Olive oil comes from different places: people try to match origin of oil to the type of cuisine they are cooking

• Whole foods is a premium bulk food store whose presence is growing

Initial User Research

• Premium containers are found to be heavier and taller in design

• Design has to require minimal effort in using and cleaning

• Olive oil bottles are often placed on the kitchen counter, the design needs to be elegant enough to display

Concept Development

From eight initial concepts, we selected three directions for design development.