Packaging has a lifespan. Markets shift, competitors evolve, businesses grow and tastes change. Packaging that worked brilliantly at launch can quietly start holding a brand back. The question is how to tell when it is time — and how to change without alienating existing customers.
Signs it may be time
Sales are flat or falling
If sales are declining and the product, price and distribution have not changed, packaging may be part of the problem — especially if competitors have refreshed and you have not.
It looks dated next to competitors
Put your product on a shelf with the brands you compete against. If yours looks noticeably older, shoppers will assume the product is too.
Your business has changed
New positioning, new audience, new price point, new ingredients. If packaging no longer reflects what you are, it is sending the wrong message.
Your range has grown messy
Products added over time often end up inconsistent. Different layouts, colours and styles make the range look disorganised and harder to shop.
Retailers or customers are telling you
Feedback like “I couldn’t find it on the shelf” or “I didn’t realise you made that” is a strong signal.
Practical problems
Labels peeling, colours printing poorly, barcodes failing, regulations changing, or materials that no longer meet sustainability expectations.
You are entering new channels
Packaging designed for farmers’ markets may not work on a grocery shelf. Packaging designed for shelves may not survive e-commerce shipping.
Refresh or redesign?
- A refresh keeps core elements — logo, key colours, structure — and updates the rest. It maintains recognition while modernising.
- A redesign makes more fundamental changes, often for a repositioning or major business shift.
Most brands with loyal customers benefit from a refresh. Changing too much risks losing shoppers who look for familiar cues.
How to redesign well
- Audit what works. Which elements do customers recognise? Keep them.
- Understand the problem. What should the new design achieve?
- Research the shelf and your customers.
- Design as a system for the whole range.
- Test with real shoppers before committing.
- Plan the transition. Tell customers, update photography and listings, and coordinate with retailers.
An example
The Greg’s Frozen Custard redesign took a minimalist, eco-friendly approach informed by market research and consumer trends. Distinct pastel colours were introduced for flavour differentiation, and modern typography was combined with vintage elements. The result refreshed the brand’s image while staying true to its roots — the definition of a refresh done well.
Do not change for the sake of it
Constant changes confuse customers and waste recognition. Redesign when there is a clear reason, and make sure each change moves the brand forward.
If you are wondering whether your packaging needs work, we are happy to take an honest look.