7 Signs It’s Time to Redesign Your Packaging

Your packaging is the first thing customers see, and it can make or break their decision to pick your bottle off the shelf. In the wine and spirits industry, strong packaging sets you apart, tells your brand story, and reflects the quality of your product. But how do you know when it’s time for a packaging redesign? Here are 7 clear signs to watch for.

1. Your Trade Partners Are Rejecting Your Product

Trade partners, like distributors, retailers, and bars, are the gatekeepers to your customers. If they reject your product, it limits your opportunities to grow.

Why It Happens:
Trade partners need packaging that sells. If your design feels cheap, outdated, or doesn’t match the product’s price point, they won’t take the risk of stocking it. Poor shelf fit or difficult handling can also cause rejection.

Red Flags:

• Feedback like “the design feels cheap” or “it doesn’t fit our shelves.”
• Partners saying the packaging doesn’t match the quality of the liquid.
• Struggling to get listed in new accounts.

Solution: A packaging redesign that balances visual storytelling, premium aesthetics, and practical considerations will help your product win over trade partners and gain shelf space. Redesigning packaging with your trade partnerships in mind can make all the difference.

2. Change in Product Positioning

When your strategy changes, your packaging needs to change, too. Whether you’re repositioning for premium markets or under new leadership, your design must reflect your new direction.

Why It Happens:
Market positioning evolves as brands grow. Moving from mid-tier to premium, targeting new demographics, or refreshing for a younger audience all require packaging redesigns.

Common Scenarios:

• A new person takes over the family business and wants to refresh the brand's look.
• You’re moving to a higher price point to attract premium customers.
• Your brand shifts focus to sustainability or craftsmanship.

Solution: A packaging redesign that reflects your new positioning while staying true to your brand identity will ensure you resonate with the right audience. Taking steps to redesign packaging helps communicate your shift effectively.

3. Change in Competitive Landscape

The wine and spirits market is crowded, and new, exciting brands are always entering the scene. If your competitors are winning attention with fresher, more innovative designs, you risk being left behind.

Why It Happens:
Competitors who adopt bolder, trendier designs often outshine older packaging. New entrants can take market share simply by standing out more on the shelf.

Red Flags:

• Competitors with bold, fresh, distinctive packaging are stealing market share.
• Feedback that your design feels outdated or less premium.
• Your bottle looks invisible next to competitors’ products.

Solution: Redesign your packaging to stand out while staying authentic to your brand. Bold colors, premium materials, and unique finishes can give you the edge. A smart redesign packaging strategy can help you reclaim your position.

4. Sales Are Slowing Down

If your sales are declining, your packaging could be the problem. A tired or outdated design doesn’t connect with today’s customers and might get overlooked on crowded shelves.

Why It Happens:
Consumer preferences change quickly. Designs that once worked may now look dated or fail to communicate value compared to modern competitors.

Red Flags:

• Consumers are skipping your bottle in favor of trendier competitors.
• Repeat purchases are dropping, and you’re struggling to justify price increases.
• Sales teams report less interest from buyers.

Solution: A refreshed design can attract attention, communicate value, and reconnect with your target audience, boosting sales and repeat buys. Redesigning packaging with a focus on modern trends and premium finishes can improve performance.

5. Your Design Hasn't Been Updated in Over 5 Years

Even great designs need periodic updates to stay relevant. Consumer tastes change, design trends evolve, and an outdated look can hurt your brand.

Why It Happens:
Packaging design ages like everything else. Fonts, colors, and materials that were trendy five years ago may now feel dated and uninspired.

Red Flags:

• Your packaging looks “stuck” in the past.
• You’re losing appeal with younger, trend-conscious audiences.
• Trade partners suggest the design feels old.

Solution: Small updates, like modern typography, refreshed colors, or premium finishes, can breathe new life into your packaging while preserving your brand’s identity. A thoughtful packaging redesign ensures your design stays relevant and appealing.

6. Your Design Doesn't Stand Out on Shelves

Your bottle has just seconds to grab attention in a sea of competitors. If it blends in, you’re losing sales.

Why It Happens:
Shelf visibility depends on strong visual impact. Without bold cues, your packaging gets lost in the noise of crowded displays.

Red Flags:

• Your packaging lacks bold visual cues or memorable design features.
• Competitors’ bottles outshine yours at a glance.
• Customers struggle to recognize your product quickly.

Solution: A redesign with unique shapes, eye-catching colors, or premium finishes can make your bottle stand out and win the customer’s attention. Redesign packaging with shelf visibility as a top priority.

7. Your Packaging Doesn't Convey Your Brand Story

Consumers buy into brands, not just products. If your packaging doesn’t communicate your story, you’re missing a major opportunity to connect.

Why It Happens:
Packaging that lacks storytelling fails to create emotional connections. Consumers value authenticity, craftsmanship, and brand heritage—all of which must be visible in your design.

Red Flags:

• Your packaging doesn’t reflect your heritage, craftsmanship, or unique value.
• You’re not telling your story visually—through icons, illustrations, or design details.
• Customers struggle to understand what makes your brand special.

Solution: Thoughtful design elements, like custom illustrations, typography, and premium materials, can help you tell your brand’s story and build a stronger connection with consumers. Redesigning packaging with your story in mind will help customers connect with your brand.

Is It Time To Redesign Your Packaging?

If you recognize any of these 7 signs, it’s time to take action with a packaging redesign. Your packaging is not just a container to hold your liquid—it’s a powerful tool that shapes how consumers see your brand, influences their buying decisions, and drives your brand's growth.

At Think Bold Studio, we specialize in helping wine and spirits brands refresh their packaging to match the true value of their products. From strategy to execution, we bring expertise, creativity, and industry knowledge to every project.

Ready to elevate your brand? Download our free resource, The Spirits Brand Refresh Playbook, or get in touch to start your packaging redesign journey today!