Insights

Practical perspectives aimed at helping CPG businesses navigate the branding and packaging landscape

Branding, Strategy

Redesigning Heritage CPG Brands: Balancing Legacy with Modern Relevance

The exact definition of a “heritage brand” is debatable, but in general it refers to a brand that has been in existence for a significant period of time (measured in decades if not centuries) and has garnered substantial awareness within their segment of the market. These brands would be among the first mentioned in a word association game with (i.e. you say soda, they might respond Coke or Pepsi). Heritage brands often face a unique challenge: balancing the need to maintain their legacy and visual brand equities while staying relevant in rapidly evolving markets. Today’s consumers demand more than just familiarity; they seek innovation, authenticity, and alignment with their values. Successfully redesigning in this space requires addressing both the obstacles and opportunities inherent in such an undertaking. In this article, I’ll explore the challenges of redesigning a heritage brand and share strategies to ensure success. Heritage brands face a delicate balancing act: preserving their rich legacy while adapting to modern consumer expectations. Today’s shoppers demand innovation, authenticity, and alignment with their values—not just familiarity.‍

Key Challenges in Redesigning Heritage Brands

1. Maintaining Consumer Loyalty with Transition

Established brands have built substantial equity over decades, rooted in consumer trust and loyalty. A redesign done improperly risks alienating long-time customers who feel a deep emotional connection to the brand’s traditional identity.

2. Competitive Pressure

Startups and emerging brands often capitalize on trends more nimbly, leveraging their agility to outperform legacy brands. This puts pressure on established players to innovate quickly without losing their essence.

3. Operational Complexities

Implementing a brand redesign across a vast product portfolio and distribution network can be a logistical challenge. Changes to packaging and branding often require an “ugly duckling” stage where old products live next to new.

4. Evolving Consumer Expectations

Today’s consumers desire sustainability, transparency, and social responsibility. Legacy brands may struggle to align with these values without appearing inauthentic or engaging in "greenwashing."‍

5. Internal Resistance‍

Risk aversion and phantom equity (the inflated or assumed equity of brand leaders that are closest to a brand) can limit the ability to move designs forward in a meaningful way. Redesigns often meet resistance from stakeholders who fear alienating loyal customers or are reluctant to deviate from the "if it isn’t broken, don’t fix it" mindset.‍

Effective Strategies for Refreshing Heritage Brands

1. Anchor the Redesign in Consumer Insights

Equity studies and other qualitative research methods help brands understand what current consumers identify as key equities. They can help identify colors, logos, and packaging architectures that should be preserved—as well as elements that can evolve.‍

2. Embrace Heritage While Evolving

Highlight your brand’s history as a strength. Use storytelling to connect past achievements with future aspirations. For example, reference your heritage as a source of trust while innovating with sustainable packaging or healthier product lines.

3. Collaborate with Experts

Partner with a creative agency who will bring fresh perspectives and has extensive packaging expertise, specifically with evolving brand equity. An agency with specialized expertise can help navigate and interpret your brands visual language and ensure a successful evolution.

4. Test and Iterate

Use focus groups and small-market rollouts to test new ideas before a full-scale launch. Feedback loops enable brands to refine their approach and mitigate risks.

5. Consider Sustainability and Transparency

Although sustainability isn’t always required, modern consumers increasingly value eco-friendly brands. Consider options like recyclable materials, ethical sourcing, and clear labeling to build trust and authenticity.

6. Invest in Digital Transformation

Ensure the redesign integrates seamlessly with digital platforms, offering engaging online experiences that align with the brand's new direction. Consistency is king when trying to reaffirm a new or evolved look.

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Conclusion

To stay competitive in today’s omni-channel markets, brands must address challenges head-on with thoughtful strategies. A successful redesign goes beyond aesthetics—it builds a meaningful, adaptable brand that aligns with modern consumer values while honoring its heritage. Redesigning a legacy CPG brand is not a task to approach lightly, but don’t let that challenge prevent change. Waiting too long to update can lead to unnecessary, drastic changes, while consistent, thoughtful evolutions ensure relevance over time. For legacy brands, one of the greatest risks is standing still.

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Greg Martin

Principal - Chief Creative Officer

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