Breaking the Mold: The Power of Packaging Rebranding

Packaging rebranding is the strategic process of redesigning your product's visual and functional elements to better align with your brand's identity, target audience, market trends, and business goals. Whether it's a subtle refresh or a complete overhaul, successful packaging rebranding speaks volumes about your brand's evolution.

Image Credit - Ginger Storm Lieken Urkorn Rebrand Before & After

Time for Change: Why Brands Take the Leap

• Market Evolution: Capturing new consumers and market segments
• Design Currency: Refreshing dated designs to maintain relevance
• Functional Innovation: Improving packaging functionality and user experience
• Competitive Edge: Standing out in increasingly crowded markets
• Compliance: Adapting to new legislative requirements
• Cost Optimisation: Maintaining impact while reducing production costs

Understanding What's at Stake

Every rebranding project carries both risks and rewards. Success lies in the careful management of both:

Risks to Navigate:

• Consumer Disconnect: Potential alienation of loyal customers
• Lost Brand Recognition: Ensuring the redesign maintains core brand element
• Implementation Challenges: Managing supply chain coordination
• Investment Considerations: Balancing design and production costs

Rewards to Reap:

• Enhanced Brand Perception: Elevated market positioning
• Improved Shelf Impact: Greater visibility in retail environments
• Consumer Relevance: Better alignment with current trends
• Functional Benefits: Enhanced user experience
• Sales Growth: Renewed consumer interest and engagement
• Cost Savings: Optimised production processes

Choosing Your Path: Evolution vs. Revolution

Evolution: The Gentle Touch

Best for established brands, evolutionary rebranding implements measured modifications while maintaining core brand recognition. Think updated typography, refined colours, or modernized photography. Best practice suggests brands should evolve their packaging design every 3-5 years to stay current.

Revolution: The Bold Transformation

When brands fall significantly behind market trends, a revolutionary approach becomes necessary. This comprehensive redesign signals significant shifts in brand positioning or market strategy, requiring careful consideration of brand equity implications.

Success Stories: Ginger Storm Transformations that Inspire

Importers Coffee: The Power of Refinement 

A thoughtful evolution led to a 40% sales increase in just six months. By enhancing their signature gold colour, refining the logo and improving navigation, we transformed a cluttered design into a clear, compelling brand statement that dominates shelf space.

Image Credit - Ginger Storm Importers Coffee Rebrand Before & After

Golden Toast: European Success Story 

By turning an underutilized sun symbol into a powerful brand asset and introducing vibrant yellow packaging, we helped Golden Toast expand across Europe. The refreshed design not only reduced printing costs but created an unmistakable shelf presence.

Image Credit - Ginger Storm Golden Toast Rebrand Before & After

Galito's: Global Brand Revolution 

Transforming from a dark, intimidating presence to a vibrant, playful brand helped Galito's expand from a local player to global success story. Now present in 15 countries across four continents, the new design system influences everything from store interiors to advertising campaigns.

Image Credit - Ginger Storm Galitos Rebrand Before & After

Industry Insights: Learning from the Giants

Toblerone (2023)

When COVID-19 impacted duty-free sales, Toblerone seized the opportunity to evolve. Bulletproof transformed Toblerone's shelf presence by creating flowing design elements that cross multiple panels and connect between products, turning ordinary shelf space into an engaging brand experience. The result? An 18% growth in retail presence and a 31% increase in store visit intent, proving that innovative design thinking can revolutionise shelf impact while respecting brand heritage.

Image Credit- Bulletproof Toblerone Rebrand Before & After

Image Credit- Bulletproof Toblerone Logo Rebrand Before & After

Image Credit- Bulletproof Toblerone Rebrand

Image Credit- Bulletproof Toblerone Rebrand

Tropicana (2009) 

A cautionary tale of revolution over evolution. Despite beautiful aesthetics, removing key brand elements led to a 20% sales drop in two months. The lesson? Successful packaging design must maintain dialogue with consumers through familiar visual cues while thoughtfully evolving the brand language.

Image Credit - PepsiCo Tropicana Rebrand Before & After

Image Credit - Logos-world Tropicana Logo Rebrand Before & After

The Rebranding Blueprint

At Ginger Storm, we follow a proven process: 

1. Understanding Project Scope: Comprehensive analysis of objectives
2. Research & Analysis: Market insights and competitor analysis
3. Strategy Development: Setting clear objectives and differentiators
4. Conceptualisation: Development of strategic design solutions
5. Design Refinement: Perfecting every visual element
6. Testing & Prototyping: Validating functionality and consumer perception
7. Implementation: Ensuring flawless execution from design to shelf