A packaging redesign is more than just tweaking colors, fonts, or graphics—it’s a strategic move to align your product with your brand identity, consumer expectations, and current market trends. Whether you’re refreshing visuals, updating materials, or refining messaging, the goal is clear: create packaging that resonates with your audience and makes your product stand out on the shelf.
At Motiv, we’ve seen firsthand how impactful packaging can be—not just for functionality, but as a marketing tool. Stale or outdated packaging risks losing consumer interest, blending into a crowded market, and missing growth opportunities.
So, how do you know if it’s time for a retail packaging redesign? In this article, we outline six key signs your brand may need a packaging makeover.
What Is a Packaging Redesign?
A packaging redesign involves updating the look, messaging, and/or materials of a product’s packaging to remain competitive and relevant. Beyond visual changes, a redesign often improves:
- Functionality and usability
- Alignment with brand identity
- The overall unboxing and customer experience
The ultimate goal is to make your product more appealing, relatable, and effective in communicating your brand story.
6 Signs It’s Time for a Packaging Redesign
Brands often consider a packaging redesign when their current design feels outdated, ineffective, or misaligned with their audience. Here are six signs it’s time to refresh your packaging:
1. Your Product Positioning Has Changed
If your product no longer stands out on the shelf or reflects your updated positioning, it’s time to rethink your packaging. Updated packaging can highlight product improvements and clearly communicate your unique value to consumers.
2. The Competitor Landscape Is Evolving
Consumer packaged goods (CPG) categories change rapidly. New competitors, trends, and packaging innovations can make your product feel outdated. A redesign ensures your brand remains competitive and visually distinct, keeping up with market evolution.
3. You’re Launching a Product Redesign
Whenever your product undergoes a redesign, your packaging should follow suit. Packaging that aligns with updated features, aesthetics, or target audiences reinforces the new product story and ensures a cohesive brand experience.
4. Consumer Preferences Are Shifting
Packaging influences first impressions and purchase decisions. As consumer tastes evolve, packaging that once resonated may feel out of touch. Redesigning your packaging helps your brand stay relevant and appealing to your audience.
5. Sustainability Matters to Your Customers
Eco-friendly packaging isn’t just a trend—it’s increasingly a consumer expectation. Materials like plastic and Styrofoam contribute to waste and emissions, whereas recyclable or sustainable packaging attracts environmentally conscious buyers. Consider these strategies in a redesign:
- Use recyclable or reusable materials
- Reduce packaging size and waste
- Switch to eco-friendly alternatives
Sustainable packaging strengthens your brand’s reputation and resonates especially with millennial and Gen Z consumers.
6. Your Branding Has Been Updated
If your company has undergone a rebranding, your packaging must reflect it. Consistent use of logos, colors, and messaging across all touchpoints ensures customers recognize your brand and strengthens your marketing efforts.
How to Approach a Packaging Redesign
A successful packaging redesign involves more than aesthetics. It requires understanding market trends, consumer needs, and brand positioning.
Brand Research
Begin with a clear understanding of your brand identity. Updated packaging should reflect your core values, mission, and positioning. Analyze market data to ensure your design choices resonate with your audience.
Consumer Testing
Test your new design with your target audience through surveys, focus groups, or product trials. Feedback ensures your packaging communicates effectively and meets consumer expectations.
Go-to-Market Plan
Introduce your redesigned packaging strategically. Highlight updates such as improved functionality, sustainability, or aesthetics through marketing campaigns. Utilize promotions, social media, and retail channels to maximize visibility and engagement.
Final Thoughts
A packaging redesign is a powerful way to maintain relevance, differentiate your product, and strengthen brand-consumer connections. Whether prompted by product updates, evolving trends, sustainability goals, or rebranding, a thoughtful redesign can revitalize your product and boost sales.
By researching trends, testing with consumers, and developing a strategic go-to-market plan, your packaging can exceed expectations and make a lasting impact.
Guest post by Mike Jewell, Director of Business Development and Marketing at Motiv, a creative agency specializing in product design, branding, and packaging innovation. Motiv delivers award-winning solutions that help brands stand out. For inquiries, contact Mike at mike@the-motiv.com
