Packaging redesign

Even the best-designed packaging loses its appeal over time. That is why many FMCG brands decide to redesign their packaging, and it often works out well for them.

Product packaging is the most tangible way of communicating between the brand and the consumer and can become a tool that helps build loyalty to it. Brand identity is not only about advertising or sales service, but also packaging. It is of strategic importance for brand recognition and the emotions and associations evoked in consumers, which can translate into the company’s profits.

There are several reasons why brands decide to rebrand packaging. The most common reasons are an outdated or inconsistent image, an attempt to enter new markets, the introduction of new products, or a lack of consumer loyalty.

An attempt to refresh packaging is a solution that is supposed to maintain the interest of current customers and attract new ones, which will result in strengthening the brand’s position on the market. However, when should you decide to change the design? The main signal is the constantly decreasing sales. This is information that the brand is no longer attractive in the eyes of consumers who have decided to switch to the competition.

Thanks to a well-thought-out strategy and professional packaging design, there is a real chance of increasing sales by up to several hundred percent. The fact that both local and global companies have recorded high sales profits after implementing packaging rebranding can serve as proof. Let’s take the example of the Terra EcoSystems fertilizer brand, which recorded a 364% increase in sales after changing the appearance of the packaging, or the Izzie drink, which, thanks to a new bottle, increased its sales by as much as 450%, without the need to implement advertising campaigns.

A well-thought-out packaging design created by an experienced specialist can significantly contribute to the success of the brand, but despite this, many entrepreneurs hesitate to introduce changes to the appearance of the packaging. Of course, each action should be preceded by market analysis, i.e. consumer research or current trends in the industry.

In the case of rebranding, measuring sales effects is not difficult. To measure the results of introducing a new packaging design, you should compare sales data before and after the facelift. This will allow you to determine the extent to which the new packaging has affected the company’s profits.

An attractive design is, above all, an investment that generates profit, and the costs of refreshing the image of packaging quickly pay off. Rebranding can become an extremely effective tool that increases sales and contributes to building a positive brand image.