When Great Packaging Design Gets Copied...

...it is both a Compliment - and a Sign it is Time for a Relaunch

In packaging design, we love brands that owe much of their success to their visual identity. GLÜCK —a brand we at Integrity Design have also had the pleasure of working on—is one of them.

Its success is built on a distinctive combination of:

👉 a modern, minimalist no-label look with a handwritten script logo

👉 an emotional brand name

👉 a unique packaging format

The Challenge: Success Gets Copied

Zentis has recently introduced a new jam brand called SMILE, whose packaging design immediately reminded me of GLÜCK. In many ways, that's a compliment. After all, only successful concepts are worth imitating.

But for brands that want to remain distinctive, it's also a clear signal:

It's time to think about the next packaging redesign.

Great Packaging Design Requires Continuous Evolution

Brands that are primarily recognized through their packaging design face a unique challenge. They need to evolve the very design that made them successful.

That means:

👉 continuing to differentiate while preserving brand recognition

👉 setting new category standards without losing distinctive brand assets

👉 ensuring that the new packaging design performs at least as well as its predecessor, because the brand's success still depends heavily on it

Final Thought: Successful packaging design never stands still.

The more successful a design becomes, the more likely it is to be copied. That's why continuous evolution is essential—not only to stay ahead of competitors, but to keep the brand distinctive, relevant, and recognizable over time

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LinkedIn Post: 08.04.2026 by Katja Wagner