As a marketer, the decision to rebrand and change your packaging design is probably one of the hardest decisions that you’ll make.

It’s particularly difficult because a company’s brand identity is its public face, the device that has the power to compel shoppers to interact, love or hate.

Many famous brands have taken dramatic steps to re-shape their look and feel. Apple’s Think Different campaign and move from a brightly coloured Apple to the sleek brand design we know today are a far cry from the original multicoloured concept. Of course there are also those that have crashed and burnt. One of the most memorable of all time is the launch of New Coke to replace Coke, after mass consumer boycotts within three months the original packaging design returned to market.

However, if you take the right approach and do it for the right reasons there are many rewards to reap.

Positive impact of rebranding

Rebranding can have many positive benefits on your business. As well as using it as a way of adding more lines to a range or attracting a whole new customer group, it can also present valuable opportunities for distribution, opening up discussions with a new set of retailers.

If your category is tired with many brands taking a similar visual approach, taking a fresh direction can help to reinvigorate the market. A new packaging design will give you stand-out on shelf if competitors have caught up or an own-label has got too close. 

Remember a rebrand doesn’t have to be about taking a revolutionary step, it can work just as hard to reaffirm your brand, vales and product benefits, which reinforces buying behaviour.

 Repackaging without alienation

Changes to packaging design following a rebrand must be treated with extreme care, as in many cases the impact can go way beyond a shopper’s emotional connections and infringe on their habitual behaviour.

If you take your average supermarket shop, most of us act instinctively, giving very little attention to many of the products or brands that we pop into our trolleys. This means that changes to the way our regular purchases look on shelf will have a huge impact on our search and selection process.

Total revolution can damage a bond with consumers, but is wholly dependable on the brand in question. For some, pack designs are so iconic that any change can be damaging, for example, the Boddingtons’ can, Marmite jar or Coca-Cola bottle have retained their integrity for many years.

Refreshing your packaging without alienating or losing appeal to existing shoppers is about understanding and building on the design elements that customers love, recognise and hold dear.

Crucially, identify the visual components of the brand that provoke positive emotional reaction and work with them to develop stronger ties.

 GH Sheldon’s

GH Sheldon’s is one of the leading family bakers in the UK, however, their passion, pride and cheeky approach simply wasn’t portrayed through their packaging design.

The packaging design used across the Sheldon’s family of products had largely remained unchanged for a considerable period of time – but, in this hugely competitive and fast-moving market, standing still was no longer an option.

We transformed the packaging design of each of GH Sheldon’s 10 key product lines to feature one of the family members – which as well as instantly creating brand equity, works well at creating standout on fiercely competitive shelves. With 100 million GH Sheldon bottoms, buns and baps going through the tills at Aldi, Asda, Tesco, and Sainsbury’s every year, GH Sheldon’s are building an immediately recognisable brand.

If you want to talk about a possible rebrand or how to translate a rebrand on to new packs, get in touch today. 

Sue Benson

Managing Director