🍊 🍊 Why do brand redesigns so often go wrong?🍊 🍊

Ask yourself this? How easy is it for the consumer to recognize your product after a redesign. In Tropicana’s new product packaging in 2009, they tried to modernize their packaging. While their intentions were good, and they had a large sample size…it went terribly wrong. Check out my slides below to see my mini case study.

In light of recent events related to the #BlackLivesMatter movement, so many brands (Mars’ Aunt Jemima & Uncle Ben’s, Mrs. Butterworth’s) are redesigning their logos and packaging. And I’m loving it! These brands are long overdue for a brand redesign, but they are also brands that we know and love. So any brand changes will most likely be difficult to maintain customer loyalty, so it will be very interesting to see how it plays out.

Do you have any advice for them?