Why Do Brands Change Their Packaging?
It’s widely known that consistent branding helps consumers to build trust in a product or company. As buyers, we spot that familiar box design on the shelf, grab and go. So, why do brands change their packaging?
Packaging Rebrand – The Risks & Rewards
The main reason why brands change their packaging is because both business and customer preferences evolve. What worked when the business was launched may now fall short. Therefore, adapting the brand identity is an essential element in shaping the future of the business.
The company want to convey a different image and research tells them that customers are looking for them to deliver something specific. This might include healthy, sustainable, ethical, dependable or fun. A fresh image can be achieved through colour, typography, imagery, packaging design and materials.
So, why don’t brands change their packaging more often?
Well, rebranding comes with an element of risk. Get it wrong and you risk losing loyal customers. Many people don’t like change. As a result, they feel disappointed when the logo or packaging they know and love is altered. However, get it right and it plays a key role in staying relevant and attracting new customers. That is, if the message, the look and the experience tie in with consumer preferences and buying behaviours.
The key to successful rebranding is clarifying your purpose. This involves understanding how your business is perceived and the messages that are important to your customers. We’ve been through a similar process in preparation for a new company website. Although we’ve decided not to rebrand, our team have assisted many companies with packaging design for rebrands over the years.
Major Packaging Rebrands of 2023
In 2023, we’ve seen some long-established companies rebrand.
Burberry Goes Back to Its Roots
Firstly, let’s look at British brand Burberry, which can trace its heritage back to 1901. The original brand featured an illustrated knight on horseback, a design that remained unchanged until 1999. At this time, the knight was scaled down and the typeface was simplified.
Then, a 2018 rebrand went a step further, with the knight removed, leaving the brand name in a simple, bold font. Now, minimalism is currently very popular, yet it doesn’t always work. Many felt that the heritage and distinction of the brand had been lost. So, when a new Creative Director took the reins this year, he was set on reviving the tradition. The knight has returned for the 2023 rebrand.
Toblerone Loses Its Heritage
It was a different story for Toblerone. As a result of production moving out of Switzerland, the Government ruled that a change in packaging design was required. The rebrand is subtle. It includes a streamlined mountain, not distinguishable as the Matterhorn, and ‘Established in Switzerland’ in place of ‘Made in Switzerland’.
Fortunately, the iconic triangular box has been a protected design since 1909. This makes it instantly identifiable, even if other changes had been more significant.
Avon Gets Modernised
Avon is another long-standing company that rebranded in 2023. Initially, the plan was to simply update some packaging, however, this process revealed brand inconsistencies and ‘diluted appeal’. So, it was decided that it was time for a radical transformation to revitalise the brand and attract new buyers.
A single, deep pink box, featuring bold, white font is the result. This gives the brand a fresh, bold look, that is eye-catching on shop fronts, print media and packaging. The simplicity of the design means it works when scaled down on the packaging of small beauty products, as well as when printed on scale for advertising.
Rebranding your Packaging
Is your brand planning a new look for the New Year? If so, it’s beneficial to engage a packaging manufacturer early in the process, so get in touch! We can then advise on box designs, materials and finishes that help to achieve your vision.
Start the conversation by calling 01296 436888 or emailing enquiries@abcbox.co.uk.
Discover more about Burberry rebrand
Read more about Toblerone rebrand
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