Ever wondered why some products sell better than others? The answer often (but rarely attributed to) lies in their packaging design. A well-designed package can make all the difference when attracting customers. If a product isn’t selling well, a branding agency will be engaged by the company, rebranding package designs to make them more effective and prevent being pulled from retail shelves.
Rebranding package designs allows companies to keep what’s working and add new elements to boost their brand recognition. It helps the products perform better on shelves and better grab a potential customer’s attention. Additionally, it connects with new target markets and conveys a refreshed brand image, resonating with the latest consumer trends.
Rebranding a packaging design can bring many advantages but necessitates thorough planning and execution. This article outlines the crucial components of an appealing branding package that influences buying decisions. You will discover the significant factors that enhance the brand’s value and revitalize the outdated packaging.
Why Companies Consider Rebranding Package Designs
Companies consider rebranding package designs mainly because of the changing market needs. Since consumer preferences continuously change, even the best-performing product packaging design may no longer be relevant to the target audience. Under such conditions, the company will experience brand identity dilution.
For example, food packaging designs have evolved significantly as consumers have become more health-conscious. You may have noticed food packaging now focuses more on the product’s ingredients often discussing them from a good-for-all standpoint. The main goal is to convey the brand message to the target audience through ingredient storytelling.
Wine packaging design is another category that has changed significantly with time and needs. Companies have introduced single-serving bottles and unique packaging concepts to help it stand out against the thousands of competitors. Customers may also see alternative closures such as Stelvin and technical corks since companies are shifting their focus towards eco-friendly and sustainable options.
Other common reasons become the basis of a rebranding campaign, which include:
- Increase brand recognition and visibility.
- Communicate a new brand image.
- Align with changes in company vision or market.
Key Elements Involved in Rebranding Packages
Rebranding a package design is a systematic approach that includes many of the brand identity design elements. These elements add life to the product packaging, making it several times better than the old packaging. Let’s discuss these branding elements in detail to understand their importance.
Logo Redesign
A logo redesign is critical to rebranding product packaging as it provides a new visual identity and modernizes brand recognition. For example, updating a dated snack packaging design with a refreshed logo signals a revitalized product to consumers and helps the brand stand out on crowded shelves.
Updated Color Palette
After rebranding the logo, updating the color palette becomes another crucial design element to consider for your packaging refresh. The color palette creates a theme that makes the packaging stand out and be memorable. If you think about all the big brands, you’ll notice that they all have one thing in common: uniformity in their brand colors. The color palette must reflect the product’s nature and the brand’s personality.
New typography and fonts
Typography and fonts of a product’s packaging should be tailored to the interests of the intended target audience. For example, a beauty product may opt for elegant and stylish fonts to appeal to feminine consumers, while bold fonts can highlight important aspects and distinguishable features. This will ensure eye-catching packaging and effectively convey the product’s message to potential customers.
Product Photography
Product photography is the most important graphic design element on the packaging and settling for stock imagery is a big mistake. It must reflect what’s inside the packaging to stir the potential customer’s interest. The photography must be appealing and highlighted well enough to convey its meaning.
For instance, our Director of Strategy Christy Lebor brought an interesting post on her Linkedin where she quickly compared two biscuit packaging. One had a big, clearly, and boldly visible biscuit picture, while the other had a more highlighted product name.
She got 11 comments on her posts, all favoring Kroger (the one with more highlighted product imagery). She even asked her seven-year-old daughter to pick one; interestingly, her kid also picked Kroger.
Packaging structure changes
When rebranding package design, companies must also innovate the monotonous structure of the packaging. It will quickly become a spotlight for the product, and there are so many examples in the market to learn from.
Detailed market research and competitor analysis brings forward innovative packaging design ideas. For instance, the box wine packaging with a bit of tap makes pouring it into the glass so convenient. It is indeed one of the most compelling examples of alcohol packaging design.
Developing a Strategy for Package Redesigns
Before starting the rebranding process, companies must develop a well-structured strategy. It will increase a brands level of success ensuring that companies follow logical steps instead of relying on guesswork. Let’s discuss all the essential steps to develop an effective brand refresh strategy for product packaging.
Conducting Market Research
Before starting the process, the packaging design agency must conduct detailed market research. During the market research, it must carefully analyze the packaging design trends such as structure, color palettes, typography and fonts, imagery, and logo designs to find white space in a category. They must also review category trends helping to tailor the messaging and visuals to today’s target audience. This step will help companies to see what’s working and what’s not.
Analyzing customer perspectives, especially critical demographics like senior citizens, provides insights into how the current design is meeting (or not meeting) their needs. Competitor research reveals what other brands in the space are doing with their packaging design and how the current design compares.
This comprehensive understanding of the current landscape compared to customers’ needs and competitors’ offerings informs strategic recommendations for an improved packaging design that will connect better with the target audience. For example, research may show that senior citizens struggle to open or read existing packaging. That insight leads to recommendations like larger fonts, easier-to-grip materials, and clear opening instructions to improve the unboxing experience. Insights from market research help explain why rebranding is necessary in the current situation.
Set Goals and Objectives
Market research yields clear and meaningful insights. Now, it’s time to set well-defined and realistic goals. The best way is to divide the long-term achievements into bite-sized goals. For instance, a company may set a goal to increase its brand recognition by 50% in 2024.
This goal can be divided into sub-goals, such as getting X engagements in the first quarter. Even we at SmashBrand set our yearly, monthly, and weekly goals to achieve specific targets. A goal-oriented strategy increases the chances of success and keeps everyone motivated for long-term success. Similarly, focusing on a specific target demographic is a critical objective that may inform design choices like font size and grip.
Create a Brand Story and Messaging
The new brand narrative should establish a distinct but relatable identity. For instance, during packaging design for kids, the company may aim to tell a story of imagination and adventure for a children’s product. The new packaging should communicate a personality that connects with kids and parents. Successful packaging speaks to the target consumer and conveys brand values through visuals and text.
A skilled packaging designer can help craft a narrative that shines through the redesigned packaging. The right brand story and messaging make the product and brand immediately recognizable. It grabs attention on the shelf by reflecting the brand’s image in a way that resonates with customers.
Executing a Packaging Redesign
After crafting a well-planned strategy, the final step is to execute the packaging redesign. The new packaging design must bring the approach to life. It requires both creative and practical execution. Here are the necessary steps to follow:
Design Process
The design process starts with brainstorming sessions where the graphic designer explores concepts and iterations for the new packaging. They ideate on shape, color, imagery, and other elements that could bring the brand story to life. Once initial concepts are developed, a creative brief is provided to the design agency outlining the vision, goals, and target audience.
The agency can refine the most substantial concepts and design mockups. Stakeholders like the marketing team are looped in to provide feedback on the proposed packaging directions and business card/marketing material designs. This collaboration and iteration results in a design that effectively achieves the brand and messaging goals. The design process is critical to developing a new look that balances visual appeal and brand alignment based on input from all stakeholders.
Consumer Testing Integration
An essential phase within the design process is consumer testing. This step involves presenting the design concepts to a select group of targeted consumers to gather their reactions and preferences. This service can be executed through various methods but the best is with simulated package design testing. The unbiased feedback obtained is crucial in understanding consumer perception of the design elements, such as color schemes, imagery, and overall appeal. It helps in identifying which aspects of the design resonate most with the target audience and which may require refinement. This data-driven approach ensures that the final design not only aligns with the brand’s vision but also appeals to the consumer, increasing the likelihood of market success.
Production
With the design finalized, production begins by selecting all materials, typography, colors, and other elements that will come together into the new food packaging. The package design guides the accurate production of every component, from containers to labels. New packaging materials are sourced and used to create the redesigned 3D product packaging.
Along the way, branding is updated on marketing assets from websites to advertisements so the cohesive visual identity flows through. Careful oversight ensures the finishing packaging aligns seamlessly with the approved design. The production process brings the new brand look to life in a tangible way, ready for launch. Following each step from design to production is crucial for executing beautiful, on-brand packaging that realizes the goals set at the start.
Launch and Gather Feedback
Launching the redesigned packaging requires careful marketing to introduce consumers to the new look. To maximize exposure, the marketing launch strategy may include social media teasers, in-store displays, and other promotions. As the new packaging reaches customers, collecting feedback provides insights into the consumer response.
Surveys, reviews, and sales data help gauge if the new design effectively communicates the brand story and resonates with the target audience. This real-world response informs any refinements that may improve the packaging’s alignment with consumer needs and preferences. The launch and subsequent feedback loop allow constant improvement throughout the rebranding process.
Data-Driven Rebranding for Packaging Designs
Is your product packaging failing to connect with consumers? SmashBrand utilizes data-driven rebranding strategies to develop impactful new packaging designs that boost brand recognition. Our research-backed branding process revitalizes packaging to captivate shoppers. Contact us now and let our enthusiast designers reinvent your product’s visual identity.
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