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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.
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 241 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 181 min read
Packaging design with less indulgence but more honesty?
The current redesign of the Volvic Juicy range is a good example of the balancing act between the promise of enjoyment and transparency.
Katja Wagner
Jul 131 min read
Back from the future? When the old packaging design is too modern.
Bahlsen's new design shows that packaging design must appeal to the target group, not the designers
Katja Wagner
Apr 62 min read
From D2C to the POS: Optimizing the packaging design
A packaging design that is convincing online has to face completely new challenges at the PoS.
Katja Wagner
Mar 81 min read
Modernization of a traditional brand
Modernization of a traditional brand: JACOBS Krönung without "Verwöhnaroma"
Katja Wagner
Feb 61 min read
The psychology of packaging design
The psychology of packaging design: The Power of Three
Katja Wagner
Feb 62 min read
The No. 1 chocolate brand is now also “testing” paper packaging
Milka is testing paper packaging for a limited period. How can sustainable packaging be a success?
Katja Wagner
Aug 29, 20242 min read
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