Rebranding & Packaging Relaunch
Packaging Relaunch: change without losing recognition.
A relaunch changes the packaging design without making shoppers search for the brand on the shelf. We define which assets stay, develop the new direction and plan the changeover across variants, markets and print windows.
The situation
Old and new packs sit side by side on the shelf for months.
A relaunch does not happen at the flick of a switch. Remaining stock sells through, print windows are fixed, every market version needs its own approval. Without a defined sequence the brand shows two faces for months.
The result
Controlled evolution
The features shoppers recognise the brand by stay in place. Everything else can change.
Better orientation
Variants and sub-ranges are easier to tell apart on the shelf.
Safe rollout
The changeover is planned by market and print window before the first file goes out.
Scope
These services are included.
If strategy, design or data already exist, we build on them.
Our approach
How a project runs.
Check recognition
We establish what shoppers actually recognise the brand by: colour, shape, typography, brand mark.
Develop the design direction
We develop directions that carry those features forward and assess them in the shelf context.
Plan the changeover
We define the order in which variants, markets and print windows are switched.
Strategy & Design
The brand decides whether people buy.
We work on positioning and how the range presents itself, and translate both into packaging design that holds up across every variant.
Your contact
“Brand and design decide whether a product even gets noticed on the shelf. We think both together from the start, not as pretty packaging, but as a reason to buy.”
Peter Kenter
Managing Director, E&B Strategy
FAQ
Questions about Rebranding & Packaging Relaunch
We first establish what the brand is unmistakably recognised by. Every design direction is measured against whether those features remain intact.
Yes. Masters, variants, markets and print windows are planned so the changeover runs in stages.
Yes. We account for remaining stock, print windows and language versions in the rollout plan and move the new masters through Packaging Operations into final artwork and production.
Intro call
Tell us what it is about.
We get back to you within two working days with a proposal for the first step.