Food categories that have a lot of competition see sales levels off despite healthy product performance across the category. Even when a brand has adequate distribution, the correct price, etc. they are still likely to see little or no growth. A mid-sized company reached out after observing sales speed slow consistently for both retailers and ecommerce.
The product quality had never been in question. Repeat buyers liked the taste and retailers were willing to stock it. The problem was that new buyers were not picking it up often enough. In physical stores, the pack blended into a crowded shelf. Online, it failed to attract attention when placed alongside similar products. Over time, this directly impacted volumes.
The brand did not need a new product. It needed a clearer presence.
Identifying the Real Issue
Before any design work began, we spent time understanding how the product was being encountered in real buying situations. We reviewed shelf placements, competitor packaging, lighting conditions, and spacing in modern trade as well as general trade environments. We also studied ecommerce listings to see how the product appeared on mobile screens, where most discovery was happening.
What became clear was that the existing packaging was doing too much without saying anything clearly. Important information was present, but not prioritised. Visual elements competed with each other, making the pack harder to read quickly. From a distance, it did not register strongly. From close up, it felt cluttered.
The packaging also did not translate well digitally. Product images lacked contrast and clarity when viewed as thumbnails, which reduced click through on ecommerce platforms.
Setting the Direction
The objective of the redesign was straightforward. Improve visibility, simplify understanding, and strengthen recall without changing what the brand stood for.
At White Warbler Communications, packaging design decisions are based on behaviour instead of personal taste. Therefore, we observed how buyers go through shelves, how long they linger, and which pieces of information catch their attention first to establish the hierarchy for the new pack.
We prioritised three things. First, the product had to be identifiable within seconds. Second, the key benefit had to be understood without effort. Third, the design had to work equally well in store and on screen.
Design Decisions That Mattered
As the redesign progressed, there was an emphasis on minimizing the amount of visual clutter. Many of the other supporting design features were either deleted or moved to another part of the packaging layout so that the brand name and product type would be positioned at the top of the page and could be seen first, helping consumers have a better understanding of what the package contains, as well as, allowing them to easily identify it among competing products.
Additionally, we refined the color palette to create greater contrast on the shelf and maintain consumer familiarity with the category. Rather than relying heavily on traditional color combinations that are commonly used in the category, we chose color variations that each create individual separation for our product without causing confusion for the shopper.
To enhance legibility, we made changes to the typography. Instead of focusing on what looked appealing from a style perspective, we selected fonts that would provide easier legibility at different sizes. In addition to improving legibility on the physical package, this change will also improve legibility for thumbnails (small images) of our packaging when displayed on e-commerce websites.
We simplified the images used and aligned them more closely with what buyers expect to see when purchasing food through the internet. The images went from being decorative to focusing instead on being clear and appetizing, while communicating the product’s freshness and quality.
Designing for Ecommerce at the Same Time
Key learnings from this project were the relationship between the packaging design and the digital performance. The redesigned package was tested within e-commerce layouts to see how information would continue to be visible at a reduced size. Product title, benefits, and visual cues were all placed in areas where they wouldn’t become ‘lost’ when cropped or resized images were utilized to display the products online. This has also assisted in improving the visibility of these products during searches on digital platforms through increased discoverability and interaction with consumers.
By including e-commerce packaging visibility in the design, the brand has been able to experience superior results and growth in both of its e-commerce and traditional retail channels.
Practical Considerations
Beyond appearance, the new packaging had to be practical. We ensured the design worked within existing production processes and could be extended across future variants without major rework.
Colour reproduction was tested to maintain consistency across print runs. Layouts were built to accommodate additional SKUs while retaining a cohesive look. This allowed the brand to scale without redesigning from scratch each time.
Results and Impact
Following the rollout of the redesigned packaging, the brand began to see measurable changes. Retailers reported improved shelf visibility and faster movement. Consumers responded positively to the cleaner design and clearer communication.
On ecommerce platforms, the product experienced higher engagement and improved conversion, particularly on mobile. Over the following months, sales increased by approximately 40 percent compared to the same period prior to the redesign.
While packaging alone is never the only factor behind growth, it played a clear role in changing how the product was perceived and chosen.
What This Project Reinforced
This case reinforced a simple but often overlooked point. Packaging influences decision making long before taste or price come into play. When design is aligned with how people actually shop, it reduces hesitation and improves confidence.
For food brands operating in crowded FMCG categories, thoughtful packaging design can make the difference between being noticed and being overlooked.
At White Warbler Communications, projects like this underline why packaging design, user behaviour, and market context must be considered together. The strongest outcomes come from clarity, restraint, and relevance rather than decoration.
This redesign did not rely on trends or dramatic changes. It focused on removing friction, improving visibility, and respecting how buyers make decisions in real environments.
The result was not just a better looking pack, but a clearer one. And clarity, in this case, translated directly into growth.