Brand Packaging
  Home
  Subscribe
  eNewsletter
  Subscription Customer Service
  Online
  Digital Edition
  Shop
  Design Directory
  BP Video
  Talkback
  The White Space
  Webinars
  Current Issue
  Cover Story
  Features
  Brand (re)New
  Following Up
  Just Out
  Next + Now
  The Bottom Line
  Resources
  Archives
  eNews Archives
  Brand Innovators
  Case Studies
  Market Research
  Brand Resources
  BRAND PACKAGING Info
  Contact Us
  Media Kit
  Reprints
  List Rental
  Submit
Search in: EditorialProductsCompanies
Brand (re)New

Entenmann's Coffee

The baked goods company reclaims its heritage with a redesign of its coffee product line.


Summer's Eve

The feminine hygiene brand uses a redesign to change how women talk about their bodies.


Dr. Pepper Snapple Group's Single-Serve Bottle

The beverage company creates a consumer-preferred, proprietary bottle.


Starmark Takes the Lead

The pet gear brand uses a redesign to reposition itself in the marketplace.

by Jennifer Welbel


Puma's "Clever Little Bag"

The sportslifestyle company partnered with fuseproject’s Yves Béhar to reinvent the shoebox.

by Jennifer Welbel


COMBOS Mixes It Up

As the bite-sized snack brand turns the big 3-0, it calls on an updated design to increase its appetite appeal.

by Jennifer Welbel


EVR: A Rejuvenating Shift

From Préventiv Waters to EVR, a functional beverage alters its brand positioning.

by Jennifer Welbel


Dewars: The Newest Blend

The renowned whiskey brand unifies its portfolio with a flourish.

by Jennifer Welbel


Method: A Method-ical Redesign

Category innovation is on tap (once again) for this growing home and personal care company.

by Jennifer Welbel


Me4Kidz: A Youthful Redesign

Despite being a small company in a large category, Me4Kidz has made a name for itself. However, after five and a half years, it was time to update the look and feel of the brand's identity.  


Häagen Dazs: A Taste-Full Redesign

Häagen Dazs hadn't updated their packaging in about five years, causing it to fall short of consumer expectations. The brand took this as an opportunity to contemporize its packaging and better call out the products’ benefits.


Duane Reade redesign

Named after its first successful, full-service drugstore, located on Broadway between Duane and Reade Streets in Manhattan, Duane Reade is uniquely New York.


Caribou Coffee redesign

By pumping personality into its packaging, Caribou Coffee aimed to appeal to a larger demographic and differentiate itself from the competition.


A ‘renu’ed competitive edge

With the development of a new corporate identity for Bausch + Lomb, it was as good a time as any to revisit and refresh the renu brand.


Calgon: Soaking in a New Look

After 60 plus years in the personal care market, Calgon decided to revamp its line to better appeal to the active consumer of today.


Minute Maid: Freshly squeezed design

By maintaining its most recognized features, but updating its logo and imagery, the Minute Maid brand aimed to contemporize its packaging, reconnect it to nature and, of course, please consumers.


Good Humor: Scooping Up Nostalgia

In existence since 1920, Good Humor wanted to bring back the magic behind the brand.



Caution: Fresh Paint

After falling out of the public eye, Glidden underwent a redesign to recreate, rebuild and reestablish itself as a national brand.


Let's Talk Turkey

To contemporize the brand’s image, Butterball updated its logo and packaging, making its products relevant year-round.

by Stephanie Hildebrandt


Nutrisoda: No longer an oxymoron

Now, the “soda with the right kind of pop” features the right kind of packaging, too. Nutrisoda (Nutritious+soda) was first developed by Ardea Beverage Co., a subsidiary of PepsiAmericas, to keep people healthy while travelling on a plane, hence its original name: airforce Nutrisoda. Naturally, the first beverage in the line was called Immune.

by Stephanie Hildebrandt


A recipe for success

Fire & Flavor got its start selling cedar planks for grilling meats, seafood and vegetables on wood planks in the Native American tradition.


by Jennifer Acevedo


Not your Grandfather’s Parlor Game


Don't call it a comeback

Finesse, a dominant brand in its heyday in the 1980s, has introduced new packaging designed to create a stronger brand block on shelf and to enact cost-savings.


Innocently Addictive

Our makeover column features dramatic rebranding initiatives where packaging is central to the strategy. This month, we look at a Wisconsin confection company.



Brand New > Message in a Bottle

Ethos Water continues to spread its wings with three new package sizes and an updated look and form.


Brand New> The Evolution of a Heritage Brand

Established in 1971, the Crock-Pot® brand introduced consumers to the concept of slow cooking. But as anyone who has since retired her avocado-hued slow cooker can tell you, a lot has changed since the brand’s inception.


Let Them Drink Tea

Celebrating its 10th anniversary and record growth, Honest Tea unveils a new line-up of organic teas in redesigned PET bottles.



Breaking with Tradition

Lower priced, visual knock-offs of Elmer’s glue were hurting sales, until a dramatic redesign breathed new life into this venerable brand.


The Heat is On

Mentholatum’s WellPatch undergoes a visual—and strategic—repositioning.


by Jennifer Acevedo


<<First<Previous1Next>Last>>


BNP Media
© 2010 BNP Media. All rights reserved. | Privacy Policy