The Dangers of Packaging Design Change: A Lesson from Jack Daniels
The Risks of Change
Change in packaging design is fraught with danger. Sometimes a new design is needed to inject some life into a brand that’s losing its edge or to help a product stand out on the shelf amid new competition, but cases like Bahlsen and the unpopular Tropicana rebrand have taught us that change has its risks.
The Jack Daniels Conundrum
If a new look is too radical, loyal customers may miss their favourite product on the shelf. Even if a redesign is relatively subtle, it can cause another potential problem: doubts about whether the product itself has changed. This is what’s happening with the new Jack Daniels bottle.
A Subtle but Notable Change
The changes to the Jack Daniels bottle and label are subtle enough that people are only just noticing, although the new design has been rolling out for a few months. The shape of the bottle itself has been tweaked, with a longer neck, but it retains its distinctive squared shape, while the label has more storytelling elements.
Consumer Concerns
Has Jack Daniels changed? Bottles have a new shape, and some users are reporting that the flavor is off. Online discussions on Reddit show that the new look clearly retains the spirit of tradition associated with the brand, but that’s not enough to stop people suspecting something may be amiss.
The Risk of Change
Some brands go to great lengths to point out that a product hasn’t changed as a result of a packaging change, plastering on labels with legends like ‘same great taste’ or ‘new look, same recipe’. Some even go as far as to create whole advertising campaigns to clarify the fact. The risk and the expense means a brand needs to be sure any change is truly going to be helpful in its positioning.
Conclusion
The Jack Daniels case study highlights the constant risk posed by change in design. Brands must weigh the potential benefits of a redesign against the risk of alienating loyal customers and confusing others.
FAQs
Q: What are the potential risks of packaging design change?
A: Change can be fraught with danger, including the risk of alienating loyal customers and causing doubts about whether the product itself has changed.
Q: What is the key to a successful packaging design change?
A: A successful change is one that is carefully considered and communicated to customers, with a clear understanding of the benefits and no changes to the product itself.
Q: What is the best way to communicate a packaging design change to customers?
A: Brands can use clear and consistent messaging, such as ‘same great taste, new look’ or ‘new look, same recipe’, to reassure customers that the product has not changed.
