Did you notice? Glenfiddich recently updated their identity and packaging. We asked ourselves if such a subtle redesign truly influences consumers to buy more. To find out we took to the streets of Amsterdam to interview those part of the daily action: spirits retailers.
Change is scary
“People are afraid of change,” says Frans van ‘t Schip of Quinta Wines. “Changing your design is always risky: it could be wide off the mark or fly off the shelves.” Edith Buis of Slijterij Boorsma has experienced that if a redesign is poorly executed customers cannot find their favourite brand on the shelf. “There are also customers who think the recipe of a spirit have changed along with the new packaging design.”
Ask critical questions
To avoid losing customers, ask yourself the hard questions before you begin. Who is your target audience? Are they already familiar with your brand? What is the main reason to rebrand? Once you have a firm idea of the rationale you can kick-off the concept phase. Use the design concepts to run focus groups and find answers to these questions: Does my target audience still recognise my brand? Does the rebrand communicate the main reason we are doing this? If yes, then you are on the track to success.
The look of packaging is extremely important and a deciding factor in the buying process. If you have the resources, researching shelf impact before launch is very helpful. If your sales have been dropping, make sure your new packaging looks very different from competitors to shake it up. When we redesigned Bavaria’s Bok Bier we completely overhauled the old packaging. The new design was one of a kind on the shelf and sold out in no time.
Your redesign is a learning process. When done well, your brand can really move forward and return its investment. You only have to ask the right questions to create a terrific design everyone hopes for, and we would love to help you excel.
Written by Malou Tulleken.