Is a Revolutionary Packaging Redesign Worth the Risk?

Our Creative Director, Jeff Sugarman, spotted this redesign a few months ago and shares his observations here.

In 2021, Bahlsen gave their Choco Leibniz line of milk chocolate biscuits a rebrand that was clean, bold, and modern—radically different from the previous design. The design community loved it! But two years later, sales had dropped by 11.8%. So, what went wrong? Did customers reject the new design, or was it just unfortunate timing? The redesign coincided with a sharp rise in inflation, which might have led customers to seek cheaper alternatives. It's been a tough time for many premium brands. While there isn't clear data to prove one theory over the other, it’s a cautionary reminder that brands shouldn’t get too far ahead of their customers.

I was reminded of the Bahlsen "failure" when I stumbled upon Bionaturae’s redesign last April. We have a couple of gluten-sensitive people in our family, and I regularly buy Bionaturae pasta. My first impression? *Where did Bionaturae go? Wait, is that it in the green box? That looks sharp!*

Personally, I like the new design. It feels more appetizing, more in line with my expectations for a premium Italian food brand. The script logotype is easy to read and elevates the brand. The callouts are organized and streamlined, featuring a few key messages. "Gluten Free" is now consistently highlighted, underscoring an important brand trait. The window showing the product inside the box stands out more, helping customers identify it easily. The farm illustration on some of the larger boxes adds to the impression of a natural, high-quality product.

However, it’s those first seconds of confusion that got me thinking about Bahlsen. I nearly missed the new Bionaturae on the shelf. In my case, we’re very particular about our pasta, and the fear of disappointing my child outweighed my annoyance at needing to spend a few more minutes searching for our favorite noodle. I wonder how other customers reacted. Did they adopt the new design? Or was the change too radical, alienating loyal customers?

Its unusual for established brands to make huge changes to their packaging. Managers are understandably cautious about anything that might confuse their customers. That said, sometimes a big change is exactly what is called for. So, how do you know when your design strategy should be evolutionary versus revolutionary?

Consider whether your product has evolved beyond its current brand image. Regular design refreshes help optimize your packaging for maximum impact. Experimenting with callouts and adjusting the size of various elements can boost sales. These evolutionary steps work like A/B testing in e-commerce, optimizing your package design with minimal risk of alienating customers.

On the other hand, a significant change to your product may warrant an equally bold change to your packaging. If you’re struggling to connect with your target audience, a rebrand might be in order. Ironically, success can be its own challenge. As competitors take note of your success and start to copy you, your brand can get lost in the crowd. A rebrand can help you reestablish your market leadership and set yourself apart once again.

Ora wasn’t involved in this redesign, so I can only speculate about the creative brief. Based on the degree of change, I assume Bionaturae asked for a revolutionary new look. In that regard, they succeeded. I have a hunch the updated design appeals to new customers outside the gluten-free niche—and maybe that was part of the strategy?