Our Blog

We write about our analyses, findings and experiences regarding branding, brand strategy and brand re-design in the FMCG sector.

Packaging relaunch examples: Evolution (left): Mr. Tom peanut bar Revolution (right): Die Gläserne Bio-Molkerei

Evolution or Revolution in Packaging Design

Evolution or revolution in packaging design? A strategic decision guide with clear criteria, benefits, risks and real-world FMCG examples.

Katja Wagner

2 days ago2 min read

The Psychology of Packaging Design: Chaos Packaging

Packaging design is much more than just aesthetics—it is closely linked to psychology, emotions, and how our brains work. Brands therefore use certain design codes – or deliberately break with them. Because if everyone uses the same design codes, no one stands out anymore. These packaging irritations (or “chaos packaging”) attract attention, but are not recommended for all brands – and can even be dangerous...

Katja Wagner

Jan 122 min read

Figures on the importance of packaging at the POS

Packaging design as a growth lever

VPackaging design is being reevaluated by many brands—and is shifting from a marginal issue to a strategic growth lever. At the point of sale, it is often not the recipe but the packaging that determines whether a product is noticed at all. This article shows why packaging has a significant influence on purchasing decisions today, what consumers expect, and why more and more food and beverage brands are investing specifically in their packaging design.

Katja Wagner

Dec 18, 20252 min read

The design relaunch of Beyond Meat

The design relaunch of Beyond Meat shows how plant-based nutrition is evolving in packaging design: away from “free from” and toward strong branding, a focus on enjoyment, and a clear information hierarchy. A larger logo, fresher color scheme, and appetizing product images ensure greater visibility and better orientation on the shelf. A successful repositioning—with minor points of discussion regarding brand legibility.

Katja Wagner

Dec 17, 20252 min read

A relaunch with more enjoyment - even without a viewing window

The new foodloose nut bar redesign is a strong example of how thoughtful packaging design can enhance on-shelf navigation. A clearer focus on the flavor name, an appetizing product image instead of a window, stronger USPs, and more emotional appeal create a modern, engaging look. A successful relaunch — and a compelling case of strategic packaging design grounded in shopper psychology.

Katja Wagner

Nov 24, 20251 min read

Learn from LAP-Coffee

LAP Coffee polarizes – but from a branding and packaging design perspective, there’s a lot to learn: clear positioning, consistent CI, and modern design.

Katja Wagner

Sep 27, 20252 min read