The Evolution of Branding: Packaging Design & Overall Experience (Part III)
For any given company or business, there tends to be a re-branding or redesign of aspects of their brand as consumer preferences change and shift over time. In the past year, there have been multiple brands that have created an entirely new design concept for their packaging. Let’s take a look at some examples of companies that have recently changed their branding for the better.
Target: Rebranded their private label, Market Pantry
Private labels at grocery stores and food retailers are largely popular due to their affordable prices, but rarely chosen because of their fantastic packaging design and branding. Targets store brand, Market Pantry, used to have a simple, red and white theme with a picture of the product for their packaging. Here’s a before and after of their most recent redesign:
When executives for Target informed the public about their reasoning for the rebranding, they wanted to create a bolder and more joyful look. As seen in the example above, the bright red background with the whimsical fruit design brings a youthful appearance to the product while the previous version didn’t necessarily stand out.
Dropbox: New Brand Design to enhance “Co-Creation”
When Dropbox, a company that allows users to share and store files online rather than having to save them to a computer, announced their first redesign in 10 years, it was a big announcement. Stepping away from their traditional blue and white brand colors, Dropbox officials stated that they wanted people to know that they are more than just a file-sharing site. By introducing vibrant colors and unique designs, we see life brought back into Dropbox.
Dropbox CMO Carolyn Feinstein stated, “It’s really important for us to be able to carve out a unique positioning that feels really true to who we are and true to the impact we want to have in the world.” That being said, Dropbox’s main goal with this rebrand is so that users are not just uploading their creative works, but that they are collaborating, sharing, and creating beautiful narratives through their pieces.
As Dropbox begins to roll out its new brand design across social media, it’s app, and websites all over the world, you can expect to see more abstract and unique designs coming from the tech giant.
Subway: “Fresh” Store Branding
Not only did Subway redesign their logo as seen in Part II of this series, but they are completely rebranding their stores as well. Subway has always conveyed themselves as a fast food chain that offers a variety of healthy and fresh options to eat. Now, they want to look the part by creating stores that feature their trademark green and yellow colors, self-ordering kiosks, and pre-order/delivery stations.
Trevor Haynes, the Vice President of Operations for Subway, stated, ““We’ve created a modern design that gives our guests choices – from how they order, to how they pick up their food and how they enjoy their meal.” Similar to the McDonald’s store revamp in 2014, Subway wants to make a more enjoyable experience for customers that choose to eat in the restaurant by creating new packaging, imagery, and cases to display all of their fresh ingredients.
Asics: Putting the “Joy of Playing Sport” at Forefront of Rebrand
Asics is another brand that has recently sought out redesigning their products. For the first time in 10 years, this sports brand updated their color palette to reflect the “joy of playing sport” and ditched the clinical and mundane look previously seen in their products and packaging.
While Asics will be keeping its spiral logo, Chris Braden, the creative director at Bruce Mau Design, stated, “Other brands in the category are quite dark and intense, conveying competition and winning. This is an antidote to that, with a feeling of fun.” Primarily featuring a color palette of silver, blue, and white, the new branding will feature a variety of bright shades of pink, purple, green, and yellow.
Asics’ goal in the rebranding is to attract a younger audience outside of those that are already dedicated runners. The new look for the brand attempts to move away from running technology in order to focus more on staying fashionable and creating a “lifestyle” brand. Currently, the new branding is being rolled out via packaging, print materials, online, and instore worldwide.
Pandora: Undergoing a Rebrand to Focus on its Users
This past year, we saw one of the earliest music streaming services undergo a rebrand for the first time in 11 years. Created in 2000 as a radio streaming service, Pandora has lived through a world of changes in the music industry as new competitors like Spotify, Apple Music, and Tidal have enclosed on their digital music environment. With their rebrand, Pandora’s logo changed to a simple “P,” which Pandora stated, “serves as your portal into the unique and diverse range of music you love.”
The purpose of this rebrand was to create a new listening experience for Pandora users as it unveils its latest on-demand streaming services and Pandora Premium. As for the idea behind the rebranding, Pandora’s new Executive Creative Director, Julie Scelzo, and VP of Design and Creative, Tony Calzaretta, stated that they wanted their design and branding to create a visual representation of music across all different genres.
Shown in the previous examples, we see the importance of what redesigning can mean for your brand. Even companies that have existed for decades are transforming their brands to create not only great products but experiences for their consumers. Not only is having a strong product important, but having a cohesive brand identity shown through packaging, social media, in-store placements, or on a digital landscape, is crucial to putting your best foot forward.