Successful Packaging Rebrands: What We Can Learn
Ever picked something up off the shelf just because it looked irresistibly cool? I have, and so have most folks I know. At Jungl, we believe packaging has this near-magic ability to stop you in your tracks, spark curiosity, and tell a whole story in one glance. Over the years, we’ve seen firsthand how a smart packaging rebrand can totally flip a brand’s fortunes, turning wallflowers into showstoppers, strangers into fans, and browsers into believers. Today, I want to walk you through some real-world examples I've seen, sharing what worked (and what didn't) so you can glean inspiration for your own packaging adventure.
Why Brands Rethink Their Packaging
When's the last time you snagged a product purely because the packaging whispered, “Take me home!” Odds are, it happened pretty recently. That’s because packaging is more than a container; it’s your brand’s calling card. It silently shouts value, personality, and purpose in just seconds. As I explored in our own deep dive on the psychology of packaging, color, fonts, and layouts tug on our instincts to trust, try, or shy away.
But here’s the kicker, a packaging rebrand isn’t just about painting a pretty face. It’s about aligning your design with your brand’s deeper story and strategy. Let me share some stand-out case studies that capture the highs and pitfalls of packaging transformations.
The RxBar Story: When Honesty Sells
If there’s one rebrand tale that still gives me goosebumps, it’s RxBar. Back in 2014, RxBar was this scrappy new kid in the health bar scene. Their old packaging blended into the crowd and left shoppers squinting to figure out what made them special. So, they decided to be blunt.
In came the bold, minimalist design think crisp font and a “No B.S.” ingredient list front and center. This packaging shouted honesty from the shelves, and customers loved it. Sales didn’t just climb, they shot from $2 million to a stunning $160 million in under three years, leading to a buyout by Kellogg’s. You can check the details at Incrementum Digital's review of RxBar's rebrand.
What to learn from RxBar:
Keep your message clear and simple, shoppers crave clarity.
Don’t be afraid to zig if everyone else zags; shelf standout is priceless.
Let your package do more than just hold your product, let it tell your story.
Packing an Emotional Punch: The 900% Sales Spike
Some of the most jaw-dropping results I’ve seen come from brands that tap into emotions. Picture this, a company triples sales two years in a row (that’s a wild 900% leap!) just by making people feel something when they pick up the box. Their updated look spoke directly to shoppers’ identities and values rather than being just another box on a shelf. For the full scoop, take a peek at this branding success story.
Key lessons:
Dig deep into what your customers care about, not just what they buy.
Use your packaging to reflect who your audience wants to be, make it a badge, not a billboard.
Visual storytelling is powerful. A picture really can be worth a thousand words.
Oreo: Keeping It Fresh Without Losing Identity
Now, what about brands everyone already knows? Oreo pulled off a genius move in 2012, breathing new life into a beloved icon. Harvard Business Review even called it “respiratory” for reviving the brand without losing that familiar Oreo charm. They updated visuals for relevance but held onto key design elements, nudging younger buyers in while keeping loyal fans on board.
You can read more on Oreo’s balance of tradition and innovation in this round-up of iconic rebrands.
What Oreo proves:
When updating, keep familiar cues, don’t throw the baby out with the bathwater!
Even giants must adapt to stay buzzy among new crowds.
Consistency across every point of contact cements recognition.
Grabbing Gen Z: Mirinda’s Youthful Refresh
Sometimes, a packaging update is all about catching younger eyes. Mirinda, PepsiCo’s quirky soda, was simply fading into the noise for Gen Z buyers by 2015. Their solution? Vibrant colors and punchy graphics tailored for social-media-loving teens. By paying attention to what Gen Z wanted, Mirinda turned heads again. You can explore the case here for more inspiration.
The Cautionary Tales: Tropicana’s Costly Miss
No one likes to talk about mistakes, but wow do they teach lessons! In 2009, Tropicana’s well-intended redesign ditched everything that made the juice familiar. Customers didn’t even recognize it. Sales plummeted by $50 million until the old design returned. If you want the details, check The Branding Journal’s insights.
Lessons from the flop:
Change for the sake of change doesn’t fly. Anchor updates in recognizability.
Test new looks with real buyers before making the leap, I can’t stress this enough.
Solo Sprayer: Research-Backed Win
Not every rebrand starts with a color swatch. Solo, a sprayer brand, dug into shopper habits, scouted competitors, and mapped the buying journey before even sketching ideas. The result? Packaging that told a clear story of value while standing out and staying true to the brand. You can read the full Solo case study here.
Key Takeaways: What Sets Winning Packaging Apart?
Do your homework. Guessing is risky. Learn what really matters to shoppers first.
Stand out on crowded shelves. Color, shape, and simplicity win attention.
Don’t vanish from memory. Shoppers should instantly spot you, even after a refresh.
Let people in on the change. Communicate updates so shoppers know you’re still you.
At the end of the day, packaging is a secret weapon, not just fancy wrapping. Get it right, and you boost visibility and loyalty all at once.
Our Packaging Philosophy at Jungl
At Jungl, I see packaging as a natural extension of your brand’s personality. Our process kicks off with deep dives into your customers’ world, followed by wild brainstorming, honest collaboration, and quirky creativity. When we tackled The Pickle Stick project, for example (catch the full story here), we balanced sustainability with playful visuals, helping the product jump off the shelf. Each rebrand is crafted with care, rooted in understanding, and measured by results.
Curious about other rebrands we’ve brought to life? Take a stroll through our case studies for more true-to-life inspiration.
Frequently Asked Questions about Packaging Rebrands
What usually sparks a packaging rebrand?
Brands reimagine their packaging to appeal to new audiences, outpace competitors, modernize their look, or signal a strategic shift.How long does it really take to rebrand packaging?
Plan on 3–6 months from start to finish, enough time for research, creative exploring, testing, and final roll-out.How do I measure if my new packaging is working?
Keep tabs on your sales data, customer feedback, website chatter, and even that moment of pause at the shelf, these are your signs!Will my old customers get lost?
Not if you retain familiar design cues and talk to your customers about what’s new. Most folks appreciate being included in the journey.
Conclusion: Let’s Make Your Packaging Unmissable
Every success and flop proves one thing: Packaging is a game-changer when you wield it with strategy and imagination. If your brand’s ready for a next-level transformation, the Jungl crew is here to help shape a packaging story that stands out for all the right reasons. Want to bounce ideas, have an offbeat packaging challenge, or just curious to chat? Drop us a line, and let’s make some packaging magic. Or scroll down and leave your question, we’re all ears here at Jungl.