Back from the future? When the old packaging design is too modern.

Why Bahlsen is taking two steps back.

Redesign without modernization

Bahlsen has once again revised its packaging design: This isn't a typical design refresh in the sense of "modernization." Quite the opposite – the brand is taking two steps back.

In 2021, Bahlsen embarked on a major design relaunch , which was celebrated by agencies but not embraced by its target audience: a striking logo, lots of white space, and a pared-down design. According to CEO Alexander Kühnen, some consumers "probably find it too elitist and distant" and "prefer to choose other products on the biscuit shelf."

Hence the turnaround:

✔️ More indulgence:

The product is once again more in the foreground: The biscuit is presented more dynamically and with better lighting. After all, sweets are primarily purchased for their taste.

✔️ The message hierarchy is clearer:

The product and type of chocolate receive more attention, the brand takes a back seat.

✔️ More attention at the POS:

The return to blue block formation supports visibility on the shelf.

The question is, however, whether this more old-fashioned design is sufficient to reach younger buyer groups? For example, is this outdated typography and the highly ornate product presentation necessary?

My conclusion:

The new design is significantly less "zeitgeisty" and probably won't win any design awards. Personally, I don't particularly like it—but I'm not the target audience.

And that is exactly what we agencies must keep in mind:

At the POS, it is not the Art Director who decides, but the target group.

In this case, people who crave cookies. Therefore, the agency responsible acted correctly.

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#integritydesignhamburg #brandtransformation #BrandStrategy #PackagingDesign # Redesign

LinkedIn Post: April 4th, 2025 by Katja Wagner

https://www.linkedin.com/posts/katja-wagner-28a05834_design-relaunch-activity-7313839656972738560-tcH3?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAcgTIoBQB-56A8T_aHLz98vSR5tf54fg2Y