Anatomy of a packaging refresh
An older brand is losing loyal customers, the category has gotten more crowded and competitive – and you’re hearing whispers that delisting is imminent. What to do?
Recapture relevancy with a brand and packaging refresh.
It’s time to remind consumers where you came from and remain committed to delivering on your promise. Reconnect with the trade and your customers to listen, gather insights, and then revive and reinvigorate your brand with data driven decisions.
A Packaging Refresh in Action
Take Playtex Gloves, a trusted 65-year-old flagship brand, needing to recapture leadership and stand out in a cluttered category. The challenge: how to evolve rubber gloves from functional to fashionable? Start with a driving consumer insight to ground the design process – female shoppers have genuine appreciation for style and aesthetics.
Then we conducted a forensic analysis of brand equities by breaking down current packaging into individual, “anatomical” elements that you can choose to evolve or toss.
We call that the anatomy of a refresh – looking at each brand element individually and within context of the entire package. For example: visual identity, master brand mark, equity color(s), imagery, iconography, segmentation, and navigation.
Bringing a Rebranding Project Together
By combining function and fashion, simplifying communication, and providing clearer segmentation and navigation, the new portfolio became more impactful and unique – and most importantly, re-energized consumers and the trade.
A brand refresh is a specialized design discipline, honed over years of experience and an approach grounded in the science of marketing and the art of creative design. In the right hands, this process is an effective, and fast strategy to evolve your brand and stay relevant.
Explore the domo domo marketing Rebranding Series:
Thanks for reading the fourth installment in our monthly series on rebranding, where we share insights, ideas, and inspiration to help inform your next brand and packaging refresh. Ready to learn more? See the full rebranding series.
At domo domo marketing we are brand and packaging refresh experts. It’s our thing. For other examples: Check out our work.