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Updating your brand package design

By Wendy Rall

Volume 3 Article 6

With new brands constantly emerging in the market, it’s now more important than ever to be sure that your package design is working for you. Whether the customer is looking at your package on a store shelf or an image of your package online, you need to command attention. You need to have a visual brand appeal.

I’d like to share the story that inspired this article while I was in my hay barn last week. I site the DuMor Sand-Aid package redesign as an example. I used this product more than a year ago, but I stopped. The package on the right is one that I bought more than a year ago and stored away. Last week I returned to using the product and purchased a new bucket. When I shelved them side by side, I noticed the redesign immediately; however, I did not notice the redesign when I was in the store. I recognized that DuMor was the brand I was looking for, and this is an example of a good package redesign.

BUDD_BRANDING_V3A6The new package design on the left is more visually appealing. It has a more sophisticated look, but the overall redesign has not lost its brand identity. The colors and shapes remain. By moving the photo of a horse to the front and center of the container, the image catches the consumer’s eye more quickly and has a focus. The new new design shows action, and is more captivating and colorful than the original photo.

The text on the new package is contained in a sophisticated, easy-to-read manner. The addition of grey tones, which portray a rich silver feel, add an elegance that makes this product appear to be a high-end quality product. The older package used yellow as an accent, which gives the overall package a different “mass market” type of feel.

I share this with you because the competition is out there and it may be time for you to take a fresh look at you current package design. Is it making an impact? Are you increasing sales and distribution? Have your sales declined since the market has been expanding? If business is not growing at the rate that it could, you may want to take a close look at your overall image and package design.

Read more articles from CBE on “Branding Advice” or visit Budd Branding.

Wendy Rall is available for complimentary branding and package design consultations by phone at

951-704-3374 (CA, USA).

Wendy Rall

Wendy Rall

Wendy Rall is a professional graphic designer with over 30 years experience. After graduating from The Art Institute of Philadelphia, she worked with east coast design firms for 20 years. In 2002, she moved to Mexico and cofounded Planeta Surf magazine. Now based in California Wendy owns and operates Budd Branding, a boutique design studio.

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