The Power of Packaging

Packaging updates or changes are a great way to help increase sales. When new products hit the shelves, your product can get lost in the mix, but making subtle changes or updates to your packaging can help ensure your product stands out.

One of the most powerful examples of dramatic and effective use of packaging can be seen at Bath & Body Works. The retail giant has an extensive line of home fragrances and often offers the same scented products with different packaging. While the scent and the name of the fragrance stay the same, the label can vary from playful and kitschy to clean and sophisticated. They have also managed to rebrand the same scents to work for different seasons. For example, Fresh Balsam is usually only brought out during the holiday season but has recently been re-marketed as a “summer camping” type scent. Instead of a pine sprig on the label, it features an illustration that evokes thoughts of camping in summer. Mixing up the label designs in this way allows the retailer to have the appearance of offering more products while recycling the same scents with minimal work involved.

Another example of the power of packaging can be seen abroad: in Japan, many brands make the most of the cherry blossom, or “sakura,” season to create an increased demand for their products. During this springtime phenomenon, brands such as Asahi beer will brighten up their packaging with images of cherry blossoms in keeping with the season. While the beer in the can stays the same all year round, the cute and bright packages you find in March and April encourage shoppers to choose Asahi for their sakura celebrations and make the beer stand out from its competitors in stores.

We’re always inspired by brands who think creatively and use their packaging to stand out from the crowd, and a packaging redesign is a clever way to both keep things fresh and keep the customers coming. Have you seen any inspiring packaging updates recently? Tell us about your favorites in the comments!

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Carolina Vangilder of Stellen Design Branding Agency in Los Angeles CA
Carolina Van Gilder
Project manager / Assistant
The coordinator, facilitator and scheduler for all Stellen Design projects. She communicates with clients about everything from contracts and payments to design edits and revisions. She helps keep the logistics on point so Stellen Design can live up to their reputation.
Carolyn Packard of Stellen Design Branding Agency in Los Angeles CA
Carolyn Packard
Carolyn Packard is a seasoned designer with valuable insight into effectively communicating and interpreting design needs to her clients. Carolyn knows the value of creating good, functional design.
Jordis Smalls of Stellen Design Branding Agency in Los Angeles CA
Jordis Small
Creative Director
Jordis is a big believer in continued education. She makes it a point to attend at least four workshops or conferences a year to keep her skill improving. She is also a big advocate for “creative play” and loves to spend her spare time trying new things and learning new techniques.