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.

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.

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

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.

The new Iglo redesign delivers a modern packaging design with clear benefits – but loses some of the emotion and uniqueness that once set it apart.

Modernization of a traditional brand: JACOBS Krönung without "Verwöhnaroma"