How to successfully redesign your packaging - Serendipity2

How to Successfully Redesign your Packaging

Successfully redesign your packaging

A packaging redesign can help energise your brand and maintain a deep running grasp of identity. First things first, you need to let go of any unhealthy tenderness and nostalgia with your current design and start accepting the great possibilities that are in store for the future.

Next up, you need to keep in mind that you have a core group of loyal consumers that love your product which you must not lose. The aim of a packaging redesign is to gain new customers while retaining and exciting the old ones as well.

Brand image

Attractiveness – First impression. What are the good points about your product? Why should someone buy it? Focus on your unique selling point and the ‘goodness’ your product does and make that clear on your packaging.

Consider your target market

If your product targets children, you want the product designed in a way that is attractive to children. You want the children to pick your product up off the shelf and show their parent, so you should be thinking about using bright colours, illustrations, characters, animals.. Things that kids like, can resonate with and will want.

Packaging must reflect the product

If you have a premium product, it must look and feel premium, else your customers won’t believe your product is worth the money they’re paying for it. For example, if you’re marketing pasta sauce for £4.00 but it’s packaging is tacky and looks cheap, people will think the profit margins are ridiculous and won’t want to be ripped off.

You should also think about whether consumers will want to see the contents of the product before they buy. You wouldn’t buy a pack of bananas until you could see how ripe they are… Is your product the same? Having a see-through pack or even just a window are solutions to this.

Consider illustrations and imagery, if your product is a baking kit for example, will the consumers want to see the end product to get an understanding of what your product is meant to look like when baked. Consumers also like to see serving suggestions, they want to know they’re making the right amount and it gives an indication on what other ingredients they could add to make their meal even more delicious… See Serendipity2’s recent packaging design for Men’s Health

Priorities of Communication (POCs)

What are the main points your product needs to communicate? See this as a hierarchy of information. The main points are usually brand, product name, contents, cooking instructions.

This also leads to the usability and legibility of your packaging, how hard is it to follow your sequence of points? If you have too much information, consumers will get lost and most likely frustrated as it’s taken them far too long to find where the ingredients are. Keeping the design clear and easy to follow with only the necessary information is the best way to go.

Storage, shelf space, packaging size

Round bottles leave more free space than square cartons, meaning you could fit more into a box which saves shipping costs. Flexible bags leave the contents open to crushing, and fragile packs could collapse if they have to be stacked. If your packaging is too big to fit on the consumer’s shelves at home, that’ll deter them from purchasing it. If it’s an odd shape that won’t stand up on it’s own, it’ll deter the consumer from purchasing it, let alone a retailer stocking it.

When should you redesign your product packaging?

Are you noticing a drop in sales?

If you’re noticing a drop in sales, it could be because your customers have grown bored of your packaging as it has an outdated look. Your packaging might not be impactful enough and is getting lost within the crowd or maybe it’s out of touch with its core customer base. There are many causes for a drop in sales but a redesign may just revitalise and rejuvenate your brand.

Although, if you do what tropicana did, you may see a drop in sales AFTER the redesign. In 2009 Tropicana commenced an ill-conceived packaging redesign, which resulted in its sales dropping by 20% and eventually making the company lose millions. The company received a bombardment of negative comments through emails and on social media from consumers.

What makes this packaging redesign so bad? The brand name was moved and placed vertically, which made it far less noticeable on supermarket shelves and made consumers invest more time and concentration to read the packaging. They replaced the vibrant, fresh orange with an image which looks like they got it from a stock site and the typography doesn’t follow a particular and eye catching sequence.

In the end, all the negativity caused Tropicana to stop stocking the whole redesigned packaging. So don’t do what they did…

Are you facing increasing competition?

Innocent Smoothies were facing increased competition and so conducted a successful packaging redesign. The redesign by Pearlfisher focused on using a clear label to present the product inside and communicate freshness of the juice. They also combined the previous iconic illustrations with imagery of the contents to guarantee quick information to the consumer. This reinvented their brand image and increased potential sales.

Are you expanding into new markets?

Expanding into new markets offers new customer bases and broader target markets. If you want to make the most out of your sales, a packaging redesign that appeals to your extended audience would be beneficial.

New government regulations or requirements

A change of government regulations or requirements may point out that your current packaging isn’t meeting new laws.

Final points

Like most redesigns, changing your packaging can have great benefits, but if done incorrectly, huge setbacks. The main problems you can encounter in this process are:

  • Making changes that are too big which result in damaging the connection between customers and your product.
  • Making decisions based on fear or personal opinions rather than justified information and objective research.
  • Not understanding how customers interact with your product.
  • Redesigning just because competitors in your industry have, rather than taking the process seriously.
  • Jumping into a redesign project before determining strategic reasoning for engaging in the process.

If you think we’ve missed anything in this article. Please tweet or message us on twitter using @serendipity2ltd

Contact Serendipity2 on 01926 887 555 or [email protected] for a free packaging review and 20% off your first project.

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About Serendipity2

Serendipity2, (S2), is a leading strategic consultancy which helps major consumer brands and retailers to acquire and retain customers with the overriding objective of driving customer engagement, sales and lifetime brand loyalty.

Driven by insight, we operate at board and senior management level advising CEOs, Sales, Marketing, Operations, Finance and HR Directors on company strategy and in helping organisations to plan and execute business transformation strategies. Underpinned by data science, our services range from sales and marketing strategy, location planning and store segmentation to category planning, store openings and sales territory planning.

With the customer at the centre of the decision making process, S2’s omnichannel approach brings together in store, mobile and online data and technology to create a seamless experience for all parties engaged in the buying process.

Being part of a fully integrated agency, S2 is uniquely placed to work with clients throughout the total customer journey by integrating data insight with industry leading creative design and digital execution.

Operating in the Food, Drink, Leisure, Hospitality, Travel, Retail, Grocery and Fashion sectors, our award winning customer insight work provides deep level analytical insight and unrivalled expertise in helping to shape, plan and execute strategies for consumer brands and retailers in a rapidly evolving on and offline marketplace.