4 min read

Is it time for a packaging redesign?

Is it time for a packaging redesign?

Packaging redesign is the process of updating and improving the visual and functional aspects of a product's packaging to better align with current market trends, consumer preferences, and regulatory requirements. It plays a crucial role in a brand's strategy, offering an opportunity to rejuvenate a product's image, increase shelf appeal, and differentiate it from competitors. This process can be vital for maintaining brand relevance and enhancing customer engagement. For instance, Coca-Cola periodically updates its packaging to reflect contemporary aesthetics and cultural moments, reinforcing its iconic status while staying fresh in consumers' minds. Packaging redesign might be needed when sales stagnate, consumer preferences shift, or new regulations demand compliance with updated standards. It can also be necessary when a brand undergoes a significant rebranding effort, such as when Dunkin' dropped 'Donuts' from its name and updated its packaging to emphasize a broader product range and modern brand identity. Successful redesigns not only address practical concerns like sustainability and usability but also tell a compelling brand story that resonates with the target audience, ultimately driving purchase decisions and fostering brand loyalty. In a fast-paced market, the ability to adapt and evolve through strategic packaging redesign can be a key differentiator for enduring success.

coca-cola design evolution
Coca-Cola's iconic glass bottle, launched over 100 years ago, has undergone only six changes, maintaining its recognizable design while making necessary updates to stay current.
starbucks logo redesign

In 2011, Starbucks removed the word "coffee" from its logo, enhancing brand identity and boosting sales. This streamlined design made the logo more memorable.

dunkin logo redesign

Dunkin’ rebranded to "Dunkin" to reflect a broader product range and modern brand identity, signaling to consumers they offer more than just doughnuts.

muller redesign

Muller packaging redesign example

Tropicana redesign

In 2009, Tropicana's drastic packaging redesign led to customer confusion, causing a $50 million loss in sales as consumers failed to recognize the product on shelves.


Embarking on a packaging redesign can bring numerous benefits, but it also comes with hidden costs and pitfalls that must be carefully considered. Deciding when to redesign your packaging is crucial and depends on several strategic factors. Here are key indicators that it might be time for a packaging redesign:

Regulatory Changes

  • Compliance Requirements: New laws or regulations may necessitate changes in your packaging. For instance, modifications in labeling requirements, such as font size, text contrast, or ingredient listings, can prompt a redesign​​.

Market and Consumer Trends

  • Shifting Consumer Preferences: If consumer tastes and preferences change significantly, updating your packaging to align with these trends can help maintain relevance and appeal. This could include eco-friendly designs, modern aesthetics, or new packaging formats.
  • Competitive Pressure: If competitors rebrand and gain a market advantage, a redesign may help you stay competitive and differentiate your product​​.

Brand Evolution

  • Rebranding Efforts: If your company undergoes a rebranding process, such as updating logos, brand colors, or overall brand messaging, your packaging should reflect these changes to maintain a consistent brand identity.
  • Product Line Expansion: Introducing new products or variations may require a cohesive packaging design across the entire product line.

Performance Metrics

  • Stagnant or Declining Sales: If sales have plateaued or declined, it may be worth exploring whether outdated packaging is contributing to the problem. A fresh, appealing design can rejuvenate interest and drive sales.
  • Market Research Feedback: Consumer feedback indicating that the current packaging is unappealing, confusing, or not functional can be a strong signal for a redesign.

Functional Improvements

  • Packaging Functionality: Advances in packaging technology or a need for improved functionality (e.g., better preservation, easier handling, or more sustainable materials) can necessitate a redesign. This could also be driven by a need to reduce costs or improve environmental impact.

Brand Misalignment

  • Brand Image Update: If your current packaging no longer aligns with your brand's image or values, especially after a significant shift in brand positioning, a redesign can help realign consumer perceptions.
  • Target Audience Shift: If your target demographic changes (e.g., aiming for a younger audience), updating the packaging to appeal to this new audience can be essential.

Legal or Structural Changes

  • Corporate Changes: Mergers, acquisitions, or changes in company structure can require packaging updates to reflect new branding or contact information.

Strategic Marketing Initiatives

  • Seasonal or Promotional Campaigns: Special promotions, limited editions, or seasonal campaigns might necessitate temporary packaging changes to attract attention and boost sales during specific periods.
  • Product Quality Perception: Enhancing the perceived quality of your product through premium packaging can justify higher pricing and attract a different market segment.

The journey to a successful packaging redesign is a multifaceted odyssey that requires careful planning, creativity, and adaptability. Artwork management software can significantly streamline the packaging redesign process by offering a suite of tools and features that help mitigate risks, reduce costs, and improve efficiency. 

At Collabra, we understand the power of a well-executed package redesign. We specialize in transforming your packaging into a compelling story that captivates and engages. With our expertise in artwork management, we ensure that your redesign journey is smooth, seamless, and strategically aligned with your brand’s vision and goals. Let us help you make a statement that echoes across the marketplace.




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