A great redesign can reinvigorate a brand but it’s crucial to choose correctly between making an evolutionary vs. revolutionary change.
It’s commonly believed the motivation for a package design change is largely in hands of the brand´s owners, but in actuality it’s the competition that compels the need for change.
It’s the brand owners however that must spend the time to diagnose their brand thoroughly in order to decide whether to make an evolutionary change vs. a more revolutionary change. This process should include identifying the brand’s challenges, deficits and strengths so that it is clear what needs to change and what should be retained for maximum success.
Evolution vs. Revolution
How big of a change should you make?
Evolution is generally recommended for successful brands that are already well established and cannot afford the risk of being confused, or worse, not recognized by their consumers. In these cases amplifying key brand attributes or simply refreshing certain core equities can be sufficient to reinvigorate the brand.
An evolutionary change generally implies packaging optimization. This design path removes the elements of your current packaging design that aren’t working and optimizes or amplifies the parts that are. This type of change involves improving your packages ability to deliver your message, rather than starting from scratch.
However, there are cases when a brand has either waited too long to react to market changes or lost sufficient market share that make a more drastic change necessary to regain position. A revolutionary change means a package design that will be drastically different from what existed before.
A revolutionary design when done correctly can be a highly effective way to revitalize brands with low market share seeking to become relevant again. A brand that is weak has more freedom to change, strengthen and differentiate through an innovative new package design.
10 Key elements to consider when embarking on a redesign
- Identify why a change is needed
- Identify the target consumer profile
- Document the brand’s history
- Determine the brand´s key equities
- Clarify the brand’s essence and brand promise
- Develop or refine the brand’s story
- Practice Good Design & Good Business: Be Simple, Authentic and Honest
- Study the competition
- Establish what the emotional connection to your brand is or will be
- Define a design strategy – evolutionary vs. revolutionary
When each of these key elements is considered correctly they will define the space and a clear path to be explored. For that reason, it is not only important to take the time to plan your strategy, but also to prioritize your brand’s key elements and messaging. If you are on the fence about a how far to push, then push further than you think initially – as it is much better to explore from a comfortable range to a further out range and then reign it in a little rather than wondering if you should have gone further.
Redesigning correctly and reacting rapidly to market changes can communicate a profound change of the brand’s key messaging and make a deeper impact in shoppers´ minds.
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