Modern Design Has Changed The Way Younger Generations Approach CPG Purchases — Here's What You Need to Know
We can safely say that brand design now knows no bounds. We've come full circle when it comes to the intersection of brands and the physical world around us. With trend cycles changing faster than ever, we're seeing brands take inspiration from the past, create bespoke brand identities, and continue to blur the lines between what we believe effective design is and what it should be.
It's time we talked about logo and packaging design, specifically in the CPG sector. Some have said that food packaging no longer looks like food—and for what it's worth, we at Breef are 100% here for it. In an era where nothing feels new, we're all for challenging our ideas on design and companies utilizing branding and packaging as a means to differentiate themselves from competitors.
Where Are We, and How Did We Get Here?
Before delving in, it's important to consider how we've gotten to this point. In the past decade, we've seen a considerable rise of 'micro' challenger brands like Graza, Magic Spoon, AG1, Fishwife, and Ritual, giving consumers a taste of attainable luxury on a micro-scale in both terms of brand offerings as taking up a relatively small percentage of income.
But what has defined these brands in this way? Consumers often buy into these brands due to their eye-catching, unique design and perfected social media presence, paired with favorite creators toting the products in stories or sponsored posts.
We've also seen an influx of 'shoppy shops,' which is the term designer Neil Shankar successfully coined for shops catering towards trendy, innovative CPG brands. A 'shoppy shop' is an independent shop that combines elements of a classic bodega, offering a curated selection, typically paired with the same fun branding style as the food, beverage, and lifestyle brands it sells inside. Essentially, they're an Instagram feed come to life. Pop Up Grocer, Big Night, and Wine + Rock Shop are all prime examples of these shops we love to LOVE.
With niche brands garnering cult followings quickly, buying behaviors are shifting. Changemakers like these propose rebranding existing brands, challenging them to keep up with the times or daring them to fade into the background.
Unique Design has Changed the Way Younger Generations Approach CPG Purchases
Legacy chains Burger King and Pizza Hut have taken notice and followed a different approach — completely reverting to their 'vintage' logos. Fast food + casual chains specifically have received scrutiny for their newfound grey aesthetic, filling the corners of American cities with essentially grey boxes and a logo that once belonged to a vibrant brand from decades past.
With all of this said — it's undeniable that attitudes towards design, specifically in the food sector, are shifting. With Substacks like Snaxshot, Millennials and Gen Z are approaching food differently than past generations. It appears that younger audiences demand high-quality products and thoughtful design and yearn for a world with color.
What This Means For Existing and Incoming Brands
Author and inspirational speaker Simon Sinek once said, "Competition is the fuel that ignites innovation" — and there's no exception here. The pressure is on for both existing and upcoming brands to appeal to the tastes of the younger and incoming generations. That brings us to our next topic — everything you should consider when thinking about rebranding.
Historically, rebrands can be tricky. There are major considerations needed prior to diving into the deep end and completely gutting a brand identity that is potentially synonymous with your brand. If you venture too far off from your original design, you run the risk of potentially losing your current customers.
What Not to Do
Ashwinn Krishnaswamy, also known by his social media moniker @Shwinnabego, frequently references the 'squint test,' meaning that if your packaging rebrand is too far off from the traditional logo, the rebrand has likely gone too far from the original and could potentially plummet sales. Krishnaswamy uses Tropicana's 2009 less-than-stellar rebrand as an example of what not to do. After investing $35 million in their rebranding and advertising efforts, Tropicana quickly returned to its tried and true packaging design. This isn't to say the design wasn't attractive, but the cartons were no longer recognizable to consumers, resulting in a significant loss for the juice giant.
We can learn a lot from Tropicana's misstep, but most importantly, it reinforces that changing too many brand elements at once can confuse shoppers in-store. This is especially important if you aren't a legacy brand, and customers may not know your product by name.
Brands to Learn From & What to Consider
On the flip side, we can also take notes from our previously mentioned challenger brand, Athletic Greens, also known as AG1. Launched in 2010, AG1's brand evolution is one for the books and a case of a brand successfully reinventing itself into a new market.
AG1 has gone through four different brand identities since its inception in 2010. We think they've aged like a fine wine (or greens powder, if you will). They're a prime example of a brand effectively changing with the times and proving that slow and steady does, in fact, win the race.
Krishnaswamy details the story in this video, giving a timeline of their brand evolution. Although the designs are different, each variation becomes more minimal and increasingly modern.
Another example of a successful rebrand is yet another challenger brand – Poppi, a prebiotic soda. Poppi was once known as Mother, an apple cider vinegar beverage backed by Shark Tank investors and housed in chic, luxurious packaging. In 2020, the Poppi name and cans we know and love came to fruition, changing the trajectory of the brand.
Prior to game changers like AG1 and Poppi, their verticals and design choices were less mainstream. Because of their daring design, they carved out individual, unique spaces in the market. As industries become more saturated, customers have preconceived ideas and expectations of what branding ‘looks like’ for each industry. Brands that go against the norm and embrace newer audiences are able to appeal to new (and, more than likely, younger) demographics that the other brands don’t.
What does that mean for longtime brands with a logo that’s synonymous with their identity? Overall, rebrand with caution and use an agency partner who specializes in rebranding. ‘Aging well’ and appealing to new audiences is always encouraged, but not at the risk of losing your loyal customer base.
TL;DR, rebranding can be a slippery slope if not expertly navigated. But in today's market, where everything has already ‘been done,’ and you need to reach the Millennial and Gen Z sweet spot, it may be something to consider for your brand. As for the Tropicanas of the world, established brands may find success in the identity that initially brought them success with subtle tweaks. For example, Triscuit recently underwent a packaging redesign that stays true to its brand but feels refreshed and current. Keeping a familiar logo can go a long way on store shelves.
No matter the stage or size, it's no secret that branding is important, but it can make or break a brand in a cutthroat landscape. Check out So You Think You Need a Brand Refresh to learn more.
Thinking about a new look for your brand or just getting started? Book a call with a Marketing Strategist to get started.
