A packaging redesign is often the first lever that marketers pull when they are either new to a emblem or opposite a trading challenge. If all additional goes wrong, redesign the wrapping and slap a “New Look. identical Great Taste” burst on it.
From my time at procedure, I wise that packaging conceive, when finished well, can be the best media vehicle a emblem has. We thought of cutting steel (for a wrapping mold) as a newspapers total cost.
But a wrapping redesign is not a illusion projectile. And the process is often heavy on government and lightweight on impact. It is very simple to get apprehended up in endless considerations about nuances that ultimately aren’t all that significant to buyers.
There is also a fear of more determined redesigns, partly due to the “Tropicana hangover”. in 2009, Tropicana altered its label to a design that was unanimously disliked. They finally backpedaled to the original design. I’ve conversed to many marketers who are wary of any bold design alterations because they don’t want to make the identical error.
I like this insight from Landor: “Many businesses evaluate wrapping only when their emblem is languishing or when a new variant is about to launch. Don’t think of refreshing your wrapping as a task with an end date; instead, the “evolution of packaging” should be a normal dialogue and a strategic alternative as your emblem strategy evolves.”
I like the idea of wrapping as an ongoing evolution rather than a short-term fix.