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Our Blog
We write about our analyses, findings and experiences regarding branding, brand strategy and brand re-design in the FMCG sector.
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
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
When a redesign looks right...
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.
Katja Wagner
Sep 18, 20251 min read
Modernization of a traditional brand
Modernization of a traditional brand: JACOBS Krönung without "Verwöhnaroma"
Katja Wagner
Feb 6, 20251 min read
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