A growing brand usually starts considering a product packaging redesign for one of a few concrete reasons: the existing packaging no longer represents where the brand has positioned itself, the product range has expanded beyond what the original design was built to handle, SKU differentiation has become difficult to manage, or the packaging isn’t working consistently across retail and eCommerce. Each of these is a genuinely different problem, and each calls for a different amount of change. Before any artwork begins, it helps to be clear on which one is actually driving the decision — because that answer shapes layout, typography, format and how the redesign gets judged once it’s finished. Start With Why the Redesign Is Actually Needed Before any artwork changes, it’s worth writing down the actual problem in plain language. Is the pack failing to communicate the product clearly? Is it hard to tell variants apart at a glance? Has the brand’s positioning moved upmarket while the packaging still looks entry-level? Or is this simply a case of the design team being bored with a pack that customers still recognise and trust perfectly well? That scenario is worth considering carefully: a redesign driven mainly by a competitor’s … Continue reading What Growing Brands Should Know Before a Product Packaging Redesign