Drawing from LPK’s experience evolving iconic CPG brands, we’ll explore the tension between preservation and progress: what equity is worth protecting, how far an identity can move before it stops feeling familiar, and how history can become creative material for what comes next.
During the session, we’ll reveal three hypothetical refreshes across alcoholic beverages, food and household products, using each to explore different degrees of change across visual identity and packaging design. As we reveal each concept, we’ll focus on the signals and strategic criteria that help determine whether a direction is working, including consumer recognition, distinctiveness, category relevance and future growth potential.
What we’ll explore:
- Which brand assets have the most power? How to distinguish meaningful brand equity from elements that are simply familiar, and identify the cues most likely to drive recognition and distinctiveness.
- How far is too far? How to evaluate whether the right move is a subtle evolution, a bigger leap or a different kind of creative intervention, and what signals can indicate when a brand is starting to lose familiarity.
- What can you amplify now? How to dial up existing brand equities across packaging, positioning, big ideas or campaigns, even when a full refresh isn’t on the table.
Join us Thursday, September 24 at 12 PM ET for an interactive virtual roundtable designed for marketing and brand leaders navigating the pressure to keep heritage brands culturally relevant, competitive and recognizable to the people who already know and love them, while creating new reasons for the next generation of consumers to choose them.
Register now!
