The story of the Tropicana packaging re-design reminds us that re-designing and re-launching a brand is fraught with hurdles that must be carefully navigated. But these lessons aren’t only reserved for the big guys. There is something here for all brands.
The goal is…?
The brand team need to be crystal clear as to what their objectives are. Without a clear direction, any re-design is destined for disaster. Is the brand is looking tired on shelf and does it need a refresh? Does space on shelf need to be reduced to make room for new products? Does the overall level of packaging need to be reduced in line with new regulations? The design response to each of these questions could be very different.
More sales please!
This is usually what drives a re-design. Sales have stagnated and need to be invigorated. Or maybe, the sales pattern is not in line with the market and the brand’s position. With new brands entering the marketplace, own labels undergoing redesigns, a brand leader must at least keep up with the pack. Commercially, this is all about driving sales and ensuring that competitors don’t steal consumers with their shiny new outfits.
The umbrella brand has undergone a makeover and its various ranges need to be updated to reflect this. So, while a new logo is being rolled out, some brands think this is a good time to update the pack designs. But, could this be too much change all at once for consumers to handle? If the new look is unrecognisable, consumers will not find the brand on shelf, and not buy. A two-phase approach can be safer. This is even more relevant if a brand is considering updating its formulations.
Need more space for new stuff!
A brand might want to increase shelf space through the launch of new products or sub ranges. The current design may not be conducive to brand extensions. Or, due to retail space restrictions, the new products need to fit within the same space. Advances in packaging technology might offer new opportunities.