3 Packaging Redesigns That Drove Business and Brand Growth
In the CPG industry, packaging serves as the most visible representation of a company’s brand. It reaches more consumers than any other marketing medium and is crucially positioned at the point of purchase, making its impact on sales even more significant.
Take RXBar, for example. The brand swapped its cluttered packaging for a minimalist design that boldly displayed it every ingredient. More than just a modern aesthetic makeover—this packaging update sparked a sales explosion and a $600 million acquisition.
Curious how a simple redesign can lead to such dramatic growth? Let’s uncover the secrets behind these transformative packaging makeovers that skyrocketed sales and turned these brands into industry powerhouses.
RXBar: Showing Instead of Telling
RXBar’s packaging redesign is a textbook example of how simplicity and transparency can differentiate a brand in a crowded market. Originally using the slogan “AS PRESCRIBED BY NATURE,” the brand struggled to stand out. The breakthrough came with a redesign that prominently displayed the minimal ingredients on the front of the package. This visual transparency allowed consumers to see the product’s natural quality for themselves, leading to a massive sales boost and a $600 million acquisition by Kellogg. The key takeaway: sometimes, showing is more powerful than telling.
Image Source: World Brand Design
Olipop: Speaking the Consumer’s Language
Olipop’s rebranding journey exemplifies the power of speaking directly to consumers. Initially marketed as a “sparkling digestive tonic,” the language used on the packaging was clinical and off-putting. The rebranding pivoted to a more consumer-friendly design, highlighting the flavor front and center with the health benefits as secondary information. This shift not only made the product more appealing but also translated complex health benefits into plain language. As a result, Olipop is now on track for $500 million in yearly sales. The new packaging effectively starts a conversation with consumers, enticing them with taste and reassuring them with health benefits
Halo Top: From Obscurity to Viral Sensation
Halo Top's packaging redesign played a crucial role in its rise from a niche market player to a viral sensation. Initially, the packaging was functional but uninspiring. The redesign introduced a vibrant, eye-catching design with clear, bold text highlighting the low-calorie count per pint. This strategic focus on health benefits, combined with playful graphics, made the product Instagram-friendly and highly shareable. According to an article on Packaging Strategies, this redesign not only made the pints more attractive on shelves but also communicated the brand's unique selling points effectively, resonating with health-conscious consumers. The result was a dramatic spike in sales, making Halo Top the best-selling pint of ice cream in the U.S. at its peak.
When to Consider a Redesign
Several core reasons often necessitate a packaging redesign, as demonstrated by our examples:
Repositioning the Product
A common reason for redesigning packaging is to reposition the product in the market. This involves adjusting not only the look but also the language and graphical elements to better support the new brand position. For example, Olipop shifted its language to be more consumer-friendly, which helped in repositioning it from a clinical health product to a more appetizing beverage choice.
Adapting to Market Dynamics
The CPG market is highly dynamic, with new competitors and trends constantly emerging. Brands often need to update their packaging to maintain a competitive edge. RXBar's redesign, focusing on transparency and simplicity, helped it stand out in a crowded market of health bars.
Responding to Consumer Trends
Consumer tastes and preferences evolve over time. To stay relevant, brands must align their packaging with current trends.
Showcasing Product Innovations
Innovations in product formulation or new product lines may require a packaging update to effectively showcase these advancements.
Embracing Sustainability
As brands adopt more sustainable practices, packaging redesigns are often necessary to reflect these changes.
Transitioning from DTC to Retail
Brands initially successful in direct-to-consumer (DTC) channels often need to redesign their packaging for retail environments. Packaging that performs well online might not have the same impact on crowded retail shelves. Brands like Halo Top redesigned their packaging to make their products stand out in physical stores, emphasizing their low-calorie content and appealing visuals.
The stories of Olipop, RXBar and Halo Top demonstrate that strategic packaging redesigns do more than just make products look good on a shelf—they can transform consumer perception, drive sales, and catapult brands to new heights. By understanding and addressing consumer needs, these brands turned packaging into a powerful tool for growth.
