When a redesign looks right...
- Katja Wagner
- Sep 18, 2025
- 1 min read
...but feels wrong
My heart actually always beats faster when I see a new design from Iglo – I've loved the brand since my time as Junior Brand Manager at Iglo (and that was quite a few years ago...).
The current redesign, however, appeals more to my head than my heart.
Much of it is cleverly and thoughtfully solved:
👉 More focus: The solid-colored background appears more modern and striking than the old wooden motif. Combined with the top shot and the reduction of small decorative elements, the product becomes more clearly the focus.
👉 Less playfulness: The design and logo appear tidy. But with them, the hearts, "creamy," "delicious spinach," and the iconic claim "the one with the bubbles" disappear in favor of a more pared-down, "more sensible" design.
👉 Clearer benefits: The clean layout creates space for focusing on the benefits: "German Harvest" moves to the top like a seal of quality, and "Portionable" is immediately recognizable. Well done!
👉 Good recognizability: Green as the main color, red logo, familiar structure - the brand remains clearly Iglo
My conclusion:
Packaging that is more structured and modern – but loses a bit of emotionality, charm and uniqueness.
The risk: a design could become more interchangeable - especially with growing competition from retailers' own brands.
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LinkedIn Post: September 4th, 2025 by Katja Wagner
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