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Brand (re)New
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 | Entenmann's Coffee
The baked goods company reclaims its heritage with a redesign of its coffee product line.
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 | Summer's Eve
The feminine hygiene brand uses a redesign to change how women talk about their bodies.
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 | Starmark Takes the Lead
The pet gear brand uses a redesign to reposition itself in
the marketplace.
by Jennifer Welbel
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 | Puma's "Clever Little Bag"
The sportslifestyle company partnered with fuseproject’s Yves Béhar to
reinvent the shoebox.
by Jennifer Welbel
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 | 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
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 | EVR: A Rejuvenating Shift
From Préventiv Waters to EVR, a functional beverage alters its brand positioning.
by Jennifer Welbel
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 | 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.
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 | 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.
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 | 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.
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 | Caribou Coffee redesign
By pumping personality into its packaging, Caribou Coffee aimed to appeal to a larger demographic and differentiate itself from the competition.
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 | 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.
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 | 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.
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 | 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.
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 | Caution: Fresh Paint
After falling out of the public eye, Glidden underwent a redesign to recreate, rebuild and reestablish itself as a national brand.
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 | 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
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 | 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
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 | 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
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 | 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.
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 | 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.
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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.
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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.
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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.
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The Heat is On
Mentholatum’s WellPatch undergoes a visual—and strategic—repositioning.
by Jennifer Acevedo
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