Product packaging is so much more than a container — it’s the first impression your customers get of what’s inside. The way your product looks on the shelf can be a sales driver, a sign of quality, and a brand storytelling tool all in one. And with customers making split-second decisions in the aisle or online, a package redesign might be the catalyst you need to pique new interest and turn lookers into buyers.
As a CPG branding agency, we’ve seen firsthand how the right redesign revitalizes brands. Here’s what we’ve learned from our 30 Years of experience and when a package redesign might be right for you.
Why Consider a Package Redesign?
Redesigning some or all of a product’s package isn’t a new practice. Brands have been doing this for years as their product and businesses evolve.
Several key drivers are usually behind the upgrade:
- Changes in the way people buy, such as preferring eco-conscious products
- Market saturation and the need to stand out among lookalikes
- Outdated branding that no longer reflects the company’s vision or audience
- Competitive innovation driving evolution within the vertical
Changes might be as subtle as updating some of the copy, or as obvious as implementing a fresh logo and color scheme on new material.
Benefits of Package Redesign
A package redesign can breathe new life into your product, even ones that are thriving. Here are a few of the benefits you might expect:
Stronger Shelf & Digital Presence
Shoppers tend to move along an aisle on autopilot — until something breaks the pattern. That’s what a new package design does best, bringing in curious eyes and showing there’s something new worth checking out.
The same can be said for online channels. An upgraded package design optimized for thumbnails and eCommerce platforms can help to “stop the scroll” and grab a second look.
Better Brand Storytelling
New designs should include visual cues that align with brand values. For example, a sustainable coffee brand might include elements of greenery to represent its eco-friendliness, or gold foil accents to create a sense of luxury.
These brand elements create stronger emotional connections with target audiences. They know what your brand stands for before they even try the product.
Increased Consumer Engagement
Redesigning a package opens the door to new interactions. Use this opportunity to include QR codes for exclusive content, augmented reality, or clear calls to action.
Your packaging also becomes a tool for education. You can better communicate ingredients, sourcing, sustainability claims, or brand values, especially if your current product packaging lacks these elements.
Improved Functionality & Sustainability
More brands are moving to sustainable materials or consumer-friendly packaging, even if it’s not part of their core ethos. A package redesign provides a gateway to a completely new design from the ground up.
For example, you might choose recyclable materials that make your customers feel good about purchasing your product. Or, you might make functional improvements that give your product an advantage, such as resealable bags or easier storage.
Boosted Sales & Market Share
Brands from food and beverage to consumer goods have experienced the increased velocity a redesign can bring.
Take the classic bag of Kraft shredded cheese, for example. The company wanted to position their newer, premium shredded cheese differently from their standard packaging. For this project, we simplified the bag, reduced the typography, and relied on minimalism for an elevated look.
The Package Redesign Process
Package redesign follows a disciplined process encompassing insights, strategy, and execution. Here’s our approach at Works Design Group:
- Audit & Research: We collect consumer insights, competitor analysis, and retail audits to understand the market, your audience, and the packaged goods you’re up against.
- Strategy Development: We align packaging with your broader brand strategy to ensure a design that drives results.
- Design Exploration: Our team creates multiple creative territories rooted in brand positioning so you can see how different directions come to life.
- Testing & Validation: From shelf testing to digital mockups, we validate your design before it hits the market.
- Launch & Rollout: Our team coordinates with printers, manufacturers, and retailers, ensuring consistency across all channels.
The result: packaging that is both strategically sound and creatively unforgettable.
When Is the Right Time to Redesign Your Packaging?
Sometimes, the need for a redesign is clear. And sometimes, brands don’t recognize that their current packaging could use a glow up. And yes, there are times when a redesign is the wrong answer.
How can you tell the difference?
A package redesign usually makes sense when:
- You’re undergoing a bigger brand refresh or repositioning
- You’re entering new markets or channels (e.g., moving from DTC to retail)
- You experience declining sales or stagnant category performance
- Innovation launches require updated packaging
Lean on the expertise of your design agency when in doubt. Agencies excel in creative problem solving and anticipating results, based on data and experience.
Partner with an Agency That Understands CPG
In a constantly evolving industry like CPG, you need a partner who speaks the language. Our team brings deep expertise in navigating retailer requirements, ensuring compliance, and guiding products through rigorous consumer testing. We know the stakes are high, and every decision could be game-changing.
The agency you choose should work alongside your brand to balance bold design with smart strategy. When done together, the result is packaging and campaigns that capture attention on the shelf while meeting the demands of retailers and emotionally connecting with consumers.
Package Redesign: The Right Move for Your Brand
A package redesign isn’t just about aesthetics. It’s also about growth, relevance, and consumer connection. Your packaging can pay homage to your brand’s history while celebrating its current reality, and the right design agency can make the difference. When you have an experienced team for your redesign, every detail is intentional, every choice is strategic, and the result speaks for itself.