A brand or packaging redesign is an art form. Successfully done, it takes the core of the company turns it into something familiar yet totally fresh. Strategic Partner Renee Whitworth and Chief Creative Officer Stuart Whitworth of Flood Creative offer some advice on how agencies and designers can give brands a makeover, plus we take a closer look at some of their recent redesigns.
Renee Whitworth: The first step is to listen. What are the instincts the client(s) have? Are they coming from a place of frustration? Fear? Excitement? Is the change inspired by consumer input or a corporate initiative? It is an exercise in self-control for me, having 20 years of brand design experience it’s tempting to jump in and judge with your eyes. Ears should come first!
Stuart Whitworth: It really depends on how each element is contributing to the brand. I’ve had clients think they needed a new name but it actually just needed to be reframed. And I’ve had other clients mandate almost everything remain as-is and realize quickly the design was more attractive but not going to move the needle with consumers. Each designer on my team will solve the objectives differently, so we brief with as little preconceptions as possible.
