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Can I rebrand… with the same brand?

Kevin Bonner /

3 min read

In advertising, strategy (almost) always comes before creative. But what about super-fast updates to existing packaging designs? Can we take a brand's equity and reconfigure, recolor, and re-love it into a fresh design?

Gilly Loco Salsa

I loved the simple triangle pattern on the edges and wanted to play that up more as a larger repeating pattern. I also thought the logo felt like it could go toward a more graphic and iconic style – less ‘airbrush.’ A more limited color palette might also make this feel more modern. Silk screening the label would allow the salsa to show partially through the pattern in a beautiful way and give the overall appearance of a higher-end product. They could also achieve a similar look with a clear label. But I do always prefer the direct-to-glass silk screen.

Sherpa Chai

After researching, I decided to switch to a simpler bottle shape at that same volume, which would give them a different label shape to work with. This new solution uses a simplified illustration version with warmer and more appetizing colors that complement the product’s color. The logo’s small sherpa icon has been removed so the primary illustration can act as a cleaner lead-in to the logotype. And the logo can now be a larger and more centralized element on the label.

Rogue’s Bolder Beans

I absolutely love seeing pickled veggies in jars. There’s something so beautiful about how they look. And seeing more of them feels ultra appetizing on the shelf. I decided to forgo the label and do a simple 2-3 color silk screen directly on the glass container. In my version, there’s no need for a cowboy photo. But I’m keeping a subtle cowboy reference with the simple hat icon. And now the company’s name and product type look bolder when screened this large on the jar (no pun intended). Those beans look killer. Nom, nom, nom, nom…..

Pirates Booty

This has always been a staple in my house. My kids love PB! And I can easily kill a bag anytime. This packaging cracks me up every time I grab it off the shelf. The campiness of the illustration is awesome. I think switching to more of a solid red bag would add more shelf attention. And I always like to see the product I’m buying clearly. So, making the cheese puffs much larger helps a lot. I think there are enough pirate references to where you could deprioritize some of the other illustration details like the ocean, beach, boat, etc… The pirate character and treasure chest say enough. Less be more, matey.

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