This article was orginally published on Forbes - view it here.

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Even the most iconic products sometimes need a refresh to stay relevant and eye-catching on store shelves. Redesigning packaging to give a well-established product a fresh face is no small feat—it involves a delicate dance between honoring a brand’s heritage and embracing modern aesthetics.

When a brand undertakes a package redesign for a key product to shake things up, some crucial factors must be considered first. Here, members of Forbes Agency Council outline 16 important steps for brands to successfully launch a well-loved product’s reimagined look.

1. Make Sure A New Design Is Merited

First, is a new design merited? And is the client reacting prudently? Never fix that which is not broken. However, if it’s time to refresh the design, then test, refine and test yet again. Very subtle changes can have a major impact on not only visibility, but also how you are showcasing the key point of differentiation of your product on the shelf. This is critical to a successful relaunch. - Terry Zelen, Zelen Communications

2. Focus On Brand Consistency And Clarity

Brand consistency and clarity are key to any successful packaging redesign. While consumers buy what they know and trust, they also seek alternative solutions, perceived advantages and new experiences. Launching a redesign requires a balance between elevating product attributes and maintaining brand equity. Testing and validation studies can provide key insights throughout the design process. - David Brown, Mindshape

3. Consider Context

Bad redesign erases years of share gain. Does it matter how “modern” your new package looks if customers suddenly can’t find it? Stop designing things to be “pretty.” Design what wins in context, and consider what stands out on the shelf. RXBAR won its category by putting the shopper’s need to understand ingredients above the need to look beautiful in PowerPoint. What’s your priority? - Matt McCoubrey, SALT XC

4. Maintain Essential Visual Signals

Maintaining brand awareness while implementing the new design components is a crucial consideration. Maintain the essential visual signals that consumers connect with the product and brand, such as color schemes, logos and typefaces. Extreme modifications risk upsetting devoted consumers who depend on familiar features to recognize the brand and might result in confusion. - Christena Garduno, Media Culture

5. See If It Warrants A Full Marketing Push

Clients have to be realistic about how significant the shift is, and it’s your job as a client partner to really ground them in how the outside world (that is, the world outside of their organization) will react to the change. If it’s slight, it might not warrant a full marketing push. But if it’s done with purpose, to improve function or visibility on shelves in a cool way, then there’s something there. - Sarah Jenkins, The Romans New York

6. Make Sure It Pops On TV

When launching a new package design for a well-established product, remember: If it doesn’t pop on TV, it won’t pop on the retail shelf or in the hands of an influencer. The design needs to be visually striking and instantly recognizable, whether on-screen or in real life. A bold, clear look is key to making an impression, driving product placement success and gaining consumers’ attention. - Stacy Jones, Hollywood Branded

7. Communicate The Benefits

When changing a package for a well-established product (or when adding new options, as we just saw with CapriSun), the branding strategy must balance innovation with familiarity. It’s essential to communicate the benefits of the new design either in the design itself or with a PR push. This ensures that what you need to achieve stays in focus. Don’t let consumers make up their own narrative by assuming “they know.” - Christine Wetzler, Pietryla PR & Marketing

8. Improve Usability And Convenience

New package designs can attract interest but might also lead to confusion among loyal customers. To ensure a packaging refresh is effective, it should not only capture attention, but also improve the product’s usability and convenience. This approach helps to maintain customer satisfaction while integrating the new design, ensuring that the changes are well-received and beneficial. - Jessica Hawthorne-Castro, Hawthorne Advertising

9. Keep Core Elements Customers Connect With

Brands need to do deep market research and ensure they are not messing with the core 80% of what their customers are connecting with. If your brand is known for its bold color scheme and vertical block lettering, for instance, you don’t want to kill these elements off all at once. So, if you know your color scheme is your most recognizable feature, keep this in place with your new package launch. - Bernard May, National Positions

10. Make It Feel Fresh Yet Familiar

Maintaining brand recognition is key when launching a new package design for an established product. The design should feel fresh yet familiar, preserving key elements like logos or colors that resonate with loyal customers. Balancing innovation with consistency ensures you attract new buyers while retaining existing ones who already trust the product. - Kenny Tripura, Edkent Media

11. Showcase Innovation

When launching a new package design for a well-established product, it’s essential to retain familiar elements for brand recognition while using the brand refresh to showcase innovation. Whether through unique construction or creative execution, this is an opportunity to stand out, differentiate your product from competitors and test it with audiences to ensure the new design resonates. - Tom Hileman, Global Prairie

12. Emphasize Improvements

People often resist change, so if the design update is significant, you need to be able to communicate the benefits clearly. Emphasize improvements like usability, or maybe how you are using more eco-friendly materials. The goal is to have your customers agree that you made a positive change. This will help prevent confusion and negative reactions while simultaneously maintaining trust in and loyalty to your product and brand. - Jason Hall, FiveChannels Marketing

13. Test The Redesign With A Focus Group

Ensure the new design maintains brand equity. Any changes should preserve key elements that loyal customers associate with the product while introducing innovation. This helps prevent confusion and strengthens recognition. Testing the redesign with a focus group can validate whether it strikes the right balance between familiarity and freshness. - Vaibhav Kakkar, Digital Web Solutions

14. Find A Through-Line

Finding a through-line is imperative. Ask yourself what motivated the design change and what made your product successful. Maintaining familiarity is key to preserving your audience’s trust and comfort. Change drives innovation, but don’t lose sight of what established the product, as disjointed changes can cause audience anxiety. - Christy Saia-Owenby, MOXY Company

15. Consider Customer Feedback

Consider the feedback of your customer advisory board. Be sure to preview any and all new products, messaging and promotions with your CAB members to ensure everything makes sense and resonates with them and those you are trying to reach. Too many companies have not done so at their own peril. - Eyal Danon, Ignite Advisory Group

16. Appeal To Modern Tastes, But Stay Recognizable

The key is blending innovation with brand consistency. Revamp the design to appeal to modern tastes while retaining key visual elements that customers recognize. Gather feedback from loyal consumers through surveys or focus groups to ensure the new look enhances the brand’s identity without alienating existing fans. - Solomon Thimothy, OneIMS

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