Articles by Christy Lebor
Why Rao’s Soup Misses the Mark on This Packaging Design.
Brand extension can be a powerful growth strategy, but only if it’s executed with clarity. In this case, the transition from pasta sauce into soup creates confusion rather than differentiation. The biggest issue is visual overlap. Using the same jar, color palette, and overall look as the pasta sauce line makes it difficult to immediately…
This Retail Display Tells You Everything About a Brand in Trouble
When packaging starts working against the brand, it shows up quickly, especially on the shelf. In this case, the execution creates confusion instead of clarity. The most immediate issue is readability. If shoppers can’t quickly identify the brand name or fully read the tagline, the pack loses its primary job: recognition. “Thirst’s worst” is a…
Why This Parent and CPG Marketer Secretly Loves This “White” Bread
Sometimes the most powerful packaging change is verbal. A single line of copy can unlock the entire value proposition. In this case, the product already solved a real consumer tension: the desire for healthier bread that still feels and tastes like white bread. But previously, that benefit was implied rather than stated. Shoppers had to…
Wait, Sargento Makes Crackers Now? Not Exactly
Brand extensions only work when trust transfers seamlessly, and that’s where this execution creates friction. At first glance, the product signals cheese, not crackers. The name, visuals, and dominant cues all lean heavily into cheese equity, leaving the actual product format unclear. That confusion matters. Shoppers rely on quick recognition, and if they can’t immediately…
Is Coke Lime making a Comeback?
Limited-time innovation only works if timing and design align with consumer expectations. A citrus-forward cola immediately signals refreshment, which is typically associated with warmer months. Launching that profile in October creates a subtle disconnect, even if the execution is strong. From a strategy standpoint, this is a classic line extension play, leveraging an existing brand…
I Forgot What She Liked Until I Saw This…
Most packaging conversations focus on graphics, but structure can be just as powerful, sometimes even more so. In fast, real-world shopping moments, consumers aren’t analyzing design systems. They’re relying on quick mental shortcuts: size, color, and especially shape. A distinctive bottle structure creates a physical memory cue. In this case, the indented, grippable form becomes…