Insights into Brand & Packaging Design

A good packaging brief goes far beyond design preferences. These five questions help define the challenge, protect valuable brand assets, clarify the competitive context and create a stronger basis for effective packaging design.

Yogi Tea has redesigned its packaging. We take a closer look at what the new design improves – and which distinctive brand elements may have been lost along the way.

The Coca-Cola packaging design relaunch demonstrates why successful brands don't always need radical change. By strengthening its Distinctive Brand Assets instead of reinventing them, Coca-Cola reinforces brand recognition, consistency, and shelf impact. A compelling case study in strategic packaging design and brand management.

Successful packaging design often inspires imitators. Using the example of GLÜCK and Smile, this article explores why strong packaging concepts get copied, why continuous evolution is essential, and how strategic packaging design helps brands maintain differentiation, recognition, and long-term competitive advantage.

The Dr. Oetker Ristorante packaging design relaunch demonstrates why evolution is often more effective than revolution. By modernizing key design elements while preserving distinctive brand assets, the brand improves shelf visibility, strengthens recognition, and enhances clarity for shoppers. A compelling example of how successful packaging design can refresh a brand without sacrificing its heritage.

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