When Should a Brand Redesign Its Packaging — And When It Shouldn’t
Introduction
Redesigning packaging is a serious decision.
Some brands redesign too early, others too late — and both mistakes can hurt growth.
The key is understanding why a redesign is needed, not just when it feels necessary.
When a Packaging Redesign Makes Sense
A redesign is usually justified when:
The product category or target audience has changed
Packaging no longer reflects the brand’s positioning
Expansion into new SKUs has created inconsistency
Printing or production issues are recurring
Customer feedback indicates confusion or mistrust
In these cases, redesigning is not cosmetic — it is corrective.
When Redesigning Can Do More Harm Than Good
Redesigning without a clear reason can backfire.
This often happens when:
Sales are slow and packaging is blamed without evidence
Brands chase design trends instead of solving real problems
Existing customers recognize the old packaging well
Unnecessary redesigns can reduce recognition and increase costs.
Redesign vs System Upgrade
Many brands don’t actually need a full redesign.
Often, what’s needed is:
Improved hierarchy
Better consistency across variants
Print and production corrections
A system upgrade can preserve recognition while improving performance.
The Risk of Emotional Redesign Decisions
Packaging decisions driven by personal preference or internal opinions often ignore customer behavior.
Successful brands rely on:
Market context
Customer interaction patterns
Shelf behavior insights
This prevents costly trial-and-error redesigns.
How Smart Brands Approach Packaging Changes
Brands that handle redesigns well:
Identify the root problem first
Decide between redesign and system refinement
Test improvements logically, not emotionally
This approach balances stability with progress.
Final Thoughts
A packaging redesign should solve a clear problem — not create new ones.
Knowing when to redesign, and when to refine, helps brands protect recognition, reduce costs, and grow with confidence.
Packaging works best when change is intentional, not impulsive.