PACKAGING REBRANDING

The packaging redesign at KOLORO is:

Packaging rebranding is a change in packaging design, which is carried out to increase sales and attract new customers. The design change can be carried out in the context of the overall rebranding of the company (packaging rebranding) or in isolation from other brand elements (packaging redesign). Rebranding of packaging is necessary in case of significant brand changes. During the rebranding process, the product’s positioning, price segment and target audience can change dramatically. So often the “before” and “after” packaging can be dramatically different from each other.

A packaging redesign is required when the previous design version becomes obsolete . This process is inevitable for every brand that has been on the market for more than 10-15 years. In the redesign process, the packaging becomes more modern. This is a necessity as trends change and the target audience of any brand grows. It is being replaced by a new generation of consumers. To meet their demands and the requirements of the time, brands redesign their packaging and create a new image for the product. The main thing in redesigning packaging is continuity of traditions.

Packaging restyling – minor changes to the logo or design of the packaging. Restyling is a point change, it can be a change of font in the logo, the angle of the letters, an additional new element (for example, a clearer drawing). Google, Facebook, Renault, KFC, Electrolux, Opera and other brands changed their logos in 2015. For the most part, these were minor changes. They are designed to make the logos more modern, recognizable and simple. You can read more about these changes and see the results in our material.

You can order a packaging rebranding at KOLORO. We’ll make your packaging better!

YOU GET

Vivid display of product benefits

Thoughtful communication with the consumer

Market development forecast for several years

Updated original design

Advantageous difference from competitors

Vivid display of product benefits

Thoughtful communication with the consumer

Market development forecast for several years

Updated original design

Advantageous difference from competitors

Vivid display of product benefits

The price of a package redesign depends on several factors

1. Size and style of illustrations. Creating large and carefully drawn illustrations takes much more time. In such a case, the cost of rebranding the packaging will be higher.
2. The number of illustrations of the same type (for a ruler, for example). If you need to create three or more identical illustrations, the redesign cost will be lower for each unit.

If together with the packaging development it is necessary to create a UTP, come up with a brand legend, draw illustrations – the additional services will be discounted (for the volume of work). The cost of restyling the packaging is not less than the price of rebranding the packaging. The number of changes made may be different, but the time commitment will be equal in both cases .

Rexam beverage packaging redesign

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Packaging redesign: stages

1. Market analysis, competitor, CA and product research. We will make a portrait of the consumer, find out what attracts him to the product. We will also look at competitors’ brand strategies, highlighting their main chips (example – analyzing tea brand platforms). A single point is to study the brand that is due for a packaging redesign. Example: Brand or nonsense: how to do brand analysis right?
2. Identifying Trends. In this phase, marketers and designers will find out the macro and micro trends in the packaging design of a particular product. Examples: milk design trends, tea design trends, candy design trends.
3. Creation of 5 concepts for the naming lineup. Each of the 5 concepts includes a logo, a main identifying element, an area to identify the name in the lineup, textures, textures, etc.
4. Development of the design of the back side of the product (counter label). At this stage, we create supporting texts and infographics for the product. You can also order this service separately.
5. Selecting and finalizing the final concept. We polish the customer’s chosen concept, and put together the design, labels and counter-labels, supporting text and infographics. Then transfer the approved concept to the entire line of titles.
6. Preparation of original layouts for printing. This is the technical step that will make printing go quickly and smoothly. We will make sure that no mistakes are made and you don’t have to redo the job.
7. Author’s supervision of the production of the first circulation. Our manager will go to the production facility and personally oversee the printing of the first run of new packaging.

To order a packaging redesign contact us today. A manager will quickly conduct a free consultation and calculate your project.

Rebranding of Sprindrift beverage packaging

Little Secrets candy package redesign

Develop a packaging redesign: reasons and prerequisites

1. Packaging obsolescence. Design trends change very quickly. And the obsolescence of packaging cannot be avoided. Successful companies manage to be proactive: update the design before it becomes obsolete. In different markets, the lifecycle of packaging can last from 2-3 to several decades, but one way or another, everyone has to redesign their packaging.
2. The emergence of new strong competitors. It happens that a new player appears on the market, which due to original packaging and unique positioning quickly gains popularity and covers a large market share. Existing brands would then benefit from rebranding their packaging to remind existing customers.
3. Changes to the product itself. Any positive changes in the structure or composition of the product must be reflected on the packaging. Sometimes manufacturers are limited to simply adding an element, but it will be much more effective to update the entire package.
4. Changing the format of the packaging. All over the world, including Ukraine, the requirements to the technological efficiency of packaging are increasing. Appears edible, biodegradable, etc. types of packaging. Switching to a new format will definitely require a design change as well.
5. Changes in market conditions. Sometimes the market itself pushes manufacturers to update and improve their packaging design. For example, a few years ago it became fashionable to emphasize that food products do not contain GMOs. Many manufacturers have added this element to their packaging or changed it completely.

God Morgon Valling yogurt packaging restyling

Rebrand the packaging: requirements for the new design

1. Оригинальность. Statistically, 30 to 60% of purchases are made spontaneously. Such decisions are made in part due to the fact that the buyer has seen the original packaging, which stands out among similar ones.
2. Effective communication with the target audience. Different segments of consumers choose a product in different ways. For example, young audiences are attracted to dynamic elements and bright colors, young mothers want to be sure of product quality and look for its confirmation on the packaging.
3. Простота. Fascinated by the creation of a bright and unusual design, do not forget that the packaging should not be overloaded with unnecessary elements. It is important to focus the consumer’s attention on the main thing, harmoniously emphasizing the advantages of the product.
4. Emphasis on TSS. Developing a TSS is a mandatory step in packaging rebranding. This is the main idea that should be the basis for the new design.

Dirol gum logo and packaging restyled – 3 recent changes

Results of product packaging restyling

1. Increasing the number of customers. That’s right designed packaging tends to sell itself. And when combined with a quality product, it’s sure to bring in new customers and help retain existing ones.
2. Increased sales. This is not only due to an increase in the number of customers, but also due to an increase in the average check.
3. Increased brand awareness. Original packaging is well remembered and triggers word of mouth, which builds trust in the brand and increases the number of loyal customers.

Restyling of Selsky dairy brand packaging

What do you get when you decide to develop a packaging rebranding at KOLORO?

1. A new recognizable packaging design that will appeal to CA. This result is achieved by analyzing the market and the target audience. Which means the redesign will be successful and customers will positively perceive the restyling of the product packaging.
2. Distinctive qualities that will help to set you apart from your competitors. Through market analysis, we will prepare an overview of all competing brands. With it, designers and marketers will be able to develop a new packaging design that will differentiate the brand from its peers.
3. It is difficult to update the packaging design without losing touch with the brand’s history. KOLORO team will be able to keep the best of the previous version and restyling of the packaging without any losses.
4. Creating a new packaging design that speaks to the consumer and promotes the product on the shelves is KOLORO’s main goal. Thanks to infographics, and the development of communicative supporting texts, we will display all the benefits of the product on the packaging.
5. If it is necessary to redesign the packaging due to obsolescence – KOLORO team will be able to find a design option that will remain relevant for a long time. Our designers utilize macro trends rather than micro trends. Micro-trends are relevant for a season or two, and macro-trends will allow you not to change the design for several years.

KOLORO’s designers, marketers and copywriters know how to make your brand successful and recognizable. We’d love to share all the secrets! To order a new packaging design, contact us today.