Newness also can be a concern down the road of brand.
An established brand that’s otherwise solid still might have grown a bit stodgy and thereby needs updating. When the called-for solution is cosmetic, package redesign is a tried-and-true approach.
But even then, a package redesign never is a routine project. Nor should it be left to the Muses, for it entails a multitude of considerations that must strike the optimal balance between instilling newness while preserving the core persona of the brand.?
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