What’s old is new: Food and drink brands are putting a modern twist on retro packaging
Tony the Tiger has graced boxes of Kellogg’s Frosted Flakes for decades, and many consumers vividly remember the television commercials in which Tony proclaimed, “They’re great!” » Last spring, for a limited time, Kellogg Canada ran a campaign leveraging these memories.
The food giant freed nostalgic versions of cereal brands and their mascots, from Toucan Sam from Froot Loops to Snap, Crackle and Pop from Rice Krispies. The retro Frosted Flakes featured a two-dimensional Tony, spoon in hand and tongue out, ready to dig into his breakfast.
Many well-known food and drink brands, from household confectioners to big soda names like Pepsi, are drawing on their decades of history to redesign their packaging with elements from their past.
In 2022, Bazooka Bubble Gum turns 75 and commemorated this milestone with 1980s graphics on its packaging. And in January of this year, Cadbury launched retro packaging to celebrate its 200th anniversary.
Whether brands are doing limited-time launches or complete redesigns, the goal is to create eye-catching packaging that connects with consumers. Retro designs that evoke feelings of nostalgia are a key way to achieve this.
“It’s still a trend that evokes emotion,” said Jason Vaught, director of content and marketing at CPG creative agency SmashBrand.
Blast from the past
Some brands have found such resonance with retro and nostalgia that they have reverted their logo and packaging to a previous version. A first example is Miller Lite, which swapped its bright blue can with diagonal font in 2015 for its retro white packaging from 1974.
“They stayed true to that simplicity, that bold, bold timelessness,” said Miles Marmo, co-founder of Agency Squid, a creative agency that works with brands.
In recent years, nostalgia has picked up again, with retro designs trending for about five years. Packaging nostalgia was mentioned 3,000 times in the past six months on social media platforms in North America, according to an emailed analysis in January from RILA Global Consulting. The firm’s analysis found positive associations with nostalgia, particularly with the ’80s and ’90s.
“It’s an emotional connection,” Marmo said. “You want to be present in that moment. I think this is where nostalgia can really find its stride.
Last year, Jell-O revealed new packaging for the first time in a decade. The Kraft Heinz brand ditched the slanted font of the 2000s and moved closer to the one it used in the 70s to 90s. Those involved in the redesign called it playful and jiggly like the product itself. even.
Optional legend
Authorization granted by Kraft Heinz
When established brands revert to an earlier version of packaging, it’s often to “recover their stock,” said Peter Boosalis, vice president of business development at printing and marketing solutions company Quad. Traditional brands say, “Hey consumer, remember us? “We’ve been here for a while,” as they compete with store brands and new entrants, Boosalis said.
That’s not to say new brands and startups can’t embrace a retro look. In the better-for-you realm, retro designs remind consumers of a time when foods and drinks contained fewer additives and preservatives, Marmo said. Simple, retro designs can also symbolize clean ingredients, according to Boosalis.
“If it fits the brand personality, it’s worth a try,” Vaught said.
Brands should also recognize their key demographics and ensure that retro designs resonate with this particular target audience. One brand’s core audience might consider the ’80s retro, while another might consider retro the ’60s, Marmo said.
“Nostalgia can be very limited in scope,” he said.
Retro meets modern
Many brands are bringing a modern twist to retro. Olipop, a better-for-you soda brand launched in 2018, lacks the heritage of many other drinks but still evokes a vibe from the past.
“The overall aesthetic and illustration style is reminiscent of an old soda store,” said Mark Christou, principal at CBX, a strategy and design agency that works on packaging and private label design . Christou said the color palette is muted, giving it a retro feel, but the typography is modern.
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Courtesy of Olipop
On the other hand, Pepsi has a 125-year history. When it redesigned its logo last year, the intention was not to go retro but to honor the past while creating a new look, a brand spokesperson said in an email. Pepsi reintroduced the wordmark to the world, reflecting the brand’s logo from the 80s and 90s.
“We found that this logo variation really resonated with people of all generations,” said Carl Gerhards, who led Pepsi’s rebranding project in his former role as senior design director at Pepsi America. North. (He is now senior design director at Global Lay’s, also under PepsiCo.)
The soda brand also brought in modern elements, including a bolder blue and a “pulse” that radiates from the logo.
“The result is something that is both current and timeless,” Gerhards said.
Christou praised Pepsi as a “great example” of a brand that “represents culture.” Even though the redesign looks like an ’80s logo, according to Christou, “it’s an aesthetic that’s relevant and resonates with consumers.”
Does retro resonate?
The ultimate test of rebranding success is in the numbers.
A packaging design must stand out on the shelf from competing products. Kodiak, which produces pancakes, oatmeal and other high-protein products, uses simple fonts and brown cardboard to evoke a retro identity. He worked with International Graphic Packaging on brown box packaging. These elements help to differentiate it from highly processed crepe brands present in the same aisle.
Retailers must see the speed and repeat purchases after a redesign to continue stocking the product. Pepsi said it received positive feedback from the public after the rebranding and, in retail, design “improved brand impact and shelf navigation,” Gerhards said.
Consumers should also find the packaging convenient. A milk brand could go retro in glass bottles, Vaught gave the example. But for most consumers, glass wouldn’t be as functional as a pitcher or carton, which could deter purchase.
“It all comes down to sales tracking” » said Boosalis.
