Every product in the market follows a life cycle that consists of the following stages: birth, growth, maturity and decline. When sales start to fall, redesigning the packaging can give the product a boost and help boost product sales.
Product presentation can make all the difference when it comes to making purchasing decisions. Research conducted by the Brazilian Packaging Association (ABRE) points out that product package is responsible for 80% of the purchase decision making at points of sale.
Do you know why redesign is needed? Do you know when it's the right time to change the look of a product package? What factors should be considered when redesigning? Below, we'll answer those questions and show you some product cases that have achieved great results by redesigning their packaging.
Understanding the importance of packaging redesign
Packaging redesign can give a new face to products already known in the market and bring a new appeal to a product that is no longer attractive to consumers. This strategy gives more visibility and stimulates product purchase that brings an immediate return at low cost, without necessarily changing the product or making an investment in advertising.
Rewiring products can help attract consumers' attention at points of sale and increase competition. Changes can also be applied in a variety of actions like Brand repositioning, adaptations to meet consumers expectations, launch of new product lines, among other factors.
Redesign can be an even more complex challenge than creating a concept from scratch. To make changes we need to understand the problems of the current packaging, try to correct them and make the context of the layout fit the current trends, without losing brand identity. Good packaging should be able to inform the content and highlight the competitive differentials of the product and clearly indicate to whom it was created.
Coca-Cola case study
One of the most emblematic cases of a product associated with its packaging is Coca-Cola. Launched more than 100 years ago the iconic glass bottle is easily recognized around the world. The success of the first version made the bottle suffer only six small changes in more than 100 years. The brand knew how to make the proper redesign of the packaging, perfecting it and updating it when necessary, but without losing its originality.
The classic curved model was created in 1915, after being selected in a design competition. Organized to develop an exclusive bottle since it faced the competition of imitators at the time. Inspired by a cocoa fruit, the bottle was designed to make the brand stand out from its competitors and transmit a sense of quality and authenticity.
In order to preserve the brand's identity, the silhouette and size of the bottle have subtly been transformed over time, some adjustments have been made like making the bottle more robust or taller but barely perceptible. The only significant change occurred in 1957. This year the embossed logo engraved on the glass bottle was replaced by white letters, achieving a more modern look. This way the brand gives the impression of renewing itself without having to change the formula of the drink.
The recyclable plastic PET bottle was introduced in 1997 and followed by aluminum cans. In 2016, Coca-Cola changed the design of its cans, adopting a red circle and white horizontal lettering. The new cans and labels visually unified Coca-Cola, Coca-Cola Diet, Coca-Cola Zero and Coca-Cola Life products and at the same time the bottle remains associated with the brand in people's minds.
Knowing when it's the right time to redesign a product package
The right time to redesign is when a product has been on the market for some time and its sales start to fall. This decline in sales can be caused by several factors like the entry of new competition with modern and practical packaging to the market. Over time the Packaging aimed at a younger audience and young people have become the current consumer of this type of product.
There is no way to define an exact deadline for making changes or redesigns in products and product identity but we must pay attention to the fact that, over time, products tend to cause an impression of old-fashioned or outdated. Therefore, a redesign must be done so that the brand identity remains strong and keeps its value in the minds of consumers.
A famous case is Johnson & Johnson's Always Free feminine pads. It was the first menstrual pad in the Brazilian market, launched in 1974. For many years, the product was market leader, but when its consumers began to enter menopause sales began to fall.
Due to this other brands with a younger appeal began to take over the new consumers. This made Siempre Livre redesign their packaging with more suitable colors and they chose a new brand position to regain market leadership.
Case Study: Bilu popcorn and snacks packaging
Bilu popcorn is a great example of a successful remarketing campaign. The product line needed to be revitalized and standardized. A leader in segment sales in southern Brazil, Bilu popcorn was part of many people's childhood. This has created a very strong emotional bond with an older generation of consumers, however new generations did not have these references when it came to choosing the brand. That's why the brand needed to have a modern look in order to gain competitiveness, but without losing its identity so that they don't lose loyal consumers.
The packaging of Bilu popcorn has always had striking characteristics like magenta in its packaging as part of the Bilu mascot and typographic traits. These symbols make up the entire visual heritage of the brand built after 1978. Therefore, when doing the redesign, the O3 Design agency decided to keep some elements and the original colors of the packaging.
In order for the product to get a better reach on its target audience and to have a better understanding of the signs used, a survey was done with the direct and indirect competitors. After all, each consumer has a unique visual repertoire. A new standard was defined, the new packaging preserved the brand's identifying characteristics. The packaging of all the flavors of the popcorn line followed the same layout as the original sweet popcorn. As a result, the product line image has become stronger, standardized and with an unmistakable visual appeal.
Biluzitos wheat fried snack lines and baked Bilu Top corn snacks have also gone through a fairly similar process of improvement. Always aiming at standardization, modernization and increase of readability at points of sale.
Be amazed with our Celia Rice case study
The Célia Rice brand hired us to renew its packaging line of rice. The proposal was to create a new brand image using a new visual language. A female mascot was created for the packaging, resulting in an image that evokes nutrition as its concept.
Each product in the line had packaging with different colors and patterns of texture, all associated with tiles of old colonial kitchens. Another important element in the composition is a wooden spoon, an image that refers to a home cooked meal and family warmth, creating an effective connection with the brand. The new packaging has a modern layout with the use of a top window for product the product to be visible.
For the point of sale campaign, we created the slogan "Simple Moments, Magic Moments". The phrase refers to occasions of getting together with family and friends, family dinners at grandmas house and kids learning how to cook.
Discover our positive experience with the Akio Brand
Making tapioca packaging was not as easy as preparing this delicious traditional brazilian snack of indigenous origin. First we graphically reformulated the Akio logo, making the brand more modern and visually stronger. The word "Tapioca" was written with a typography inspired by indigenous drawings, referring to the origins of tapioca. The decorative elements on the bottom of the packaging followed the same line of inspiration, taking care to leave a good area for viewing the product.
The packages of Akio garlic were also recreated: garlic in natura, mashed garlic and crispy fried garlic. The visual communication of the entire Akio line was standardized in order to bring about unity in consumers perception. This is important to make products even more recognizable and increase consumer confidence in relation to the brand.
A mini-campaign was created for the points of sale and a new website to complete the redesign. These actions have significantly increased sales of products, in addition to enhancing the image of the Akio brand.
Get inspired by our Holandês Yogurt case study
Redesign can also be used to highlight something that stands out in a product line. O3 Design has created a new packaging design for the line of light yoghurts of the Holandes Dairy brand, which includes the 500g bottles in the strawberry, plum and coconut flavors. The new packaging has strengthened the brand and sales.
Para fazer o redesign, a O3 partiu da premissa de que um produto light precisa dizer ao consumidor que é saboroso, com a vantagem de ser menos calórico. Por isso, foram usadas belas imagens do produto, com as frutas de cada sabor formando um splash ao cair na bebida. As composições, cores e elementos foram estrategicamente dispostos para encantar o consumidor.
As garrafas de 500ml receberam rótulos sleeve, termo-encolhíveis. Já os saquinhos de 1 litro seguem o mesmo padrão visual e são impressos em flexografia. Como resultado, o design de embalagem para iogurte light ficou atraente e estimulante, se destacando incrivelmente da concorrência no ponto de venda.
As we have seen, packaging redesign is a very important marketing tool and a valuable resource for increasing sales without the need for large investments in marketing.
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