How small changes can boost your brand
Sometimes, a rebrand doesn’t scream for attention—it whispers just loud enough to be heard. Think about Coca-Cola: a brand that once invested millions in a subtle tweak to its iconic bottle design. At first glance, the change seemed minimal. Yet, research revealed that small updates, like adjusting shape or color, had a massive impact on brand recognition and customer loyalty. The design became more modern, practical, and appealing, without losing the essence of the brand people loved. Small changes, big impact—and that’s exactly the story behind the Yummygums redesign.
But what does a “small” change really deliver? How does a refreshed color palette or a sharper title elevate your brand? These were the questions we tackled with Yummygums. The goal: a refreshed design that pops on the shelves of Etos and Albert Heijn, all while keeping the playful, approachable essence of the brand intact. Here’s how we did it—and what you can take away for your own brand.
Our approach
When redesigning Yummygums, our mission was clear: preserve the cheerful vibe that defines the brand while optimizing the design for a busy retail environment. In stores, a product only has seconds to catch a customer’s eye. The packaging needed to make an instant connection.
Here’s how we approached it:
- Preserving recognition: Yummygums’ playful identity—as the fun alternative to traditional vitamins—stayed at the heart of the design. Loyal customers had to recognize it immediately.
- Fresh and eye-catching: We refined colors, typography, and visual elements to ensure they stood out on the shelves, without veering too far from the original design.
- Strategic refinement: Instead of a complete overhaul, we chose subtle tweaks. This allowed the brand to remain familiar to its current audience while also attracting new customers.
This approach honored what made Yummygums strong while addressing the specific demands of a retail setting.
What you can learn from the Yummygums redesign
A successful rebrand isn’t about drastic changes; it’s about making strategic decisions that strike the right balance between the familiar and the new. Here’s what we learned:
- Stay true to your core values. For Yummygums, maintaining their playful and approachable personality was non-negotiable. Understand what makes your brand unique and ensure your redesign reflects that.
- Know your audience. In retail, first impressions are everything. Ask yourself: What message do you want to deliver in just a few seconds?
- Design for the environment. What works online doesn’t always work in-store. Tailor your design to fit the context in which it will be seen.
These lessons remind us that rebranding is more than a visual update. It’s a strategic alignment of your brand’s values, audience, and market positioning.
Why subtle changes are powerful
Small tweaks can have a big impact. For Coca-Cola, a modest design update led to higher brand recognition and increased customer satisfaction. For Yummygums, thoughtful refinements helped the brand stand out in retail while staying true to its identity. This proves that rebranding doesn’t always mean revolution—sometimes, a strategic evolution is the smarter move.
The key to success
A great rebrand finds harmony between familiarity and innovation. For Yummygums, subtle but purposeful changes delivered a fresh, relevant look without alienating loyal customers. Small, strategic updates can keep your brand vibrant and relatable without losing its essence.
Curious how a strategic redesign could elevate your brand? Let’s chat. Together, we can create a design that works for your goals—and your audience.
