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Dieline's Top 10 Brand & Packaging Redesigns of 2020

by Andrew Gibbs on 12/29/2020 | 2 Minute Read

Over time, every brand needs a refresh, even if it’s to catch up with prevailing trends to remain contemporary or remind consumers that you're alive and well. Brands that don’t want to wither away and die need to interject relevance, build relationships, and, yes, contribute to the cultural conversation.

A change-up is also a  way for a brand to garner some attention, which can, unfortunately, inspire refreshes for refresh’s sake with very little substantive change. A good update should serve a specific purpose and be an opportunity maximized. 

This year saw several brands with a heritage based on racially inappropriate imagery loudly announce an upcoming redo, many as a result of the Black Lives Matter movement, starting conversations about deeply embedded systemic racism in private and public institutions beyond the justice system. We saw racist mascots such as Land O’ Lakes’ indigenous maiden and Uncle Ben get the ax. The Washington Football Team started the current NFL season absent its long-held—and defended—“Redskin” mascot and moniker, playing nameless, as they have yet to debut their new branding.

The top redesigns this year saw some heritage brands debuting a new look aimed at building relevancy in the minds of millennials and, most importantly, Gen Z. Other long-standing brands were more subtle in their approach, opting to dig into their archives and leverage a rich history of assets; some redesigns were drastic, signaling a broad change in direction.

The following redesigns were the best in a year full of changes, redos, and start-overs.


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