Insights into Brand & Packaging Design

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.

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...

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.

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.

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.

The current redesign of the Volvic Juicy range is a good example of the balancing act between the promise of enjoyment and transparency.

Bahlsen's new design shows that packaging design must appeal to the target group, not the designers

A packaging design that is convincing online has to face completely new challenges at the PoS.

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

The psychology of packaging design: The Power of Three

Milka is testing paper packaging for a limited period. How can sustainable packaging be a success?