Inquire personally now:
Hubertus von Kolkow
+49 731 140 36 – 10
h.vkolkow@agentur-halma.de
Packaging relaunch for food brands that want more visibility
A packaging relaunch shifts your brand to where perception happens on the shelf. HALMA brings this movement into your range without your recognition suffering. We think of packaging as an amplifier of your brand strategy, not as a cosmetic update. For years we have supported food brands in the D/A/CH region from the first workshop to the first pallet at the customer’s site.
A strong food brand isn’t created by chance.
Our focus is on foodservice. Where assortments need to arrive in commercial kitchens, caterings, and gastronomy concepts, a clearly legible system counts more than loud effects. With our Food Packaging Design, we combine brand management, product hierarchy, and print data into a result that works on the line. Every packaging relaunch with us starts with an inventory, not an empty layout.
Over 47 completed food projects are the basis for every recommendation you receive from us. We know the friction points between marketing, production, and final artwork, thereby protecting your roll-out dates. The claim remains simple. Packaging that charges your brand better than the previous version.
Signs that your packaging needs a relaunch
A packaging relaunch is rarely initiated just for fun. Common triggers include a new competitor on the shelf, a repositioning of your brand, a product range update, or new labeling requirements. If your sales team receives questions about the distinguishability of your lines, that’s a clear signal. A developed brand strategy that the old layout no longer supports is also a clear reason.
Structurally, gaps often appear in inconspicuous places. Too many special sizes, inconsistent front-of-pack hierarchies, difficult-to-reproduce printing inks or layouts that are too detailed for e-commerce thumbnails. If your briefing is now longer than your packaging area, a systematic look at your assortment is worthwhile. We analyze your inventory and check where a refresh is enough and where a full-fledged packaging relaunch is due.
The market also forces speed. Plant-based assortments, new taste worlds in convenience, and shorter innovation cycles in foodservice put packaging under pressure to move. Those who wait too long here lose listings and shelf space. Our consulting doesn’t start with the layout, but with the question of which business goal the next step should secure.
Preserve the brand core and still think boldly about packaging relaunch
A packaging relaunch thrives on a good balance between recognition and a fresh start. Too timid and nobody notices the change. Too radical and loyal buyers search the shelf for the old look. That’s why we draw a clean line between the brand core, meaning what has to stay, and the brand expression, meaning what is allowed to change.
Three levels help you choose the right degree of intervention. Each level brings its own requirements for the briefing, budget and internal alignment. To keep the comparison concrete, we use the following breakdown as a basis in the first workshop:
| Level | Depth of Intervention | Risk | Typical Occasion |
|---|---|---|---|
| Refresh | Typography, colors, hierarchies | Low | Assortment looks tired |
| Redesign | Layout system, imagery, tonality | Medium | Repositioning in the market |
| Relaunch | Brand, naming, architecture | Higher | New brand core or M&A |
The table shows that each level has its appropriate occasion. We rarely recommend the biggest step, but rather the one that fits your business goal. If your brand is currently getting a new profile, our food brand development supports the strategic preliminary work. The subsequent packaging relaunch then takes over an already sharpened position. This sequence protects you from double work, because the arguments for every color, shape, and language choice are already in place.
Systematically modernize your Foodservice Range through a packaging relaunch
A packaging relaunch in foodservice plays different roles than in classic food retail. The packaging serves the chef for variety management, the apprentice as a guide, and the buyer as a listing argument. These functions must become stronger simultaneously. Our experience with brands like Salomon FoodWorld, Hilcona Foodservice, and Trentino shows how important line consistency across an entire assortment is.
We build a clear design system of hierarchies, sub-brand logic, and image axes. This ensures that everyone involved can find their way even with the 90th item. If necessary, we directly connect the packaging with your Foodservice Marketing and ensure that sales folders, website, and variety list speak the same language. This way, every touchpoint contributes to the same brand story.
For the roll-out, we decide together between a pilot line and a big bang. The pilot line reduces risk because you test market reaction and printing costs on a sub-range. The big bang is worthwhile if your assortment is closely intertwined and mixed appearances at the POS would cause confusion. We plan both paths with you on a quarterly basis and coordinate them closely with production and sales.
Personalized consulting for every strong brand
and those that want to become one.
Hubertus von Kolkow
+49 731 140 36 – 10 | h.vkolkow@agentur-halma.de | » To the appointment calendar
Packaging Relaunch from Market Analysis to Print Approval
A good packaging relaunch doesn’t start at the drawing board, but with understanding your market. We begin with a competitive analysis, gather insights, review your existing assortment, and define goals. This preliminary work later determines every design decision, because a clear briefing saves you correction loops and protects your roll-out dates.
In the implementation, we combine strategy, creation, and final artwork in one team. Naming, branding, packaging, and production are not handled on different desks but run in parallel. This shortens coordination and gives you dedicated contacts for each trade. We accompany material selection, mock-up, proof test, and handover to your repro until print approval.
If you’re currently considering a relaunch, let’s talk without obligation. We’ll listen first, categorize, and tell you honestly whether a refresh, redesign, or relaunch is the right path. You can take the first non-binding step via our contact, and you’ll receive a well-founded assessment of your assortment within a few working days.
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Here's everything we can do for you!
Radiance for Brands
One team – one idea – one strategy. Our goal: the lasting success of your brand. With strategic communication, we holistically strengthen your brand identity and make you visible. With strong namings, concise slogans, creative logos, and individual design, we give you the right corporate design in addition to the right strategy.
Focus through Print
Emotional and valuable: Print touches and has a lasting effect. With more than just a very good eye for typography, image editing and illustration, we design your brochures, magazines, catalogs, books, advertisements, posters, flyers, mailings and everything else that can be printed and refined.
Magic with Technology
Long live individuality – especially when we make it responsively experienceable! Whether it's web development, content management, shop systems, digital publishing, newsletters, or individual applications – we don't offer pre-made websites or modular solutions. With us, your wishes define the result and the experience.
Movement in the game
We teach your message how to run: Lights, camera, action! From the first storyboard, to emotional sounds and cool effects, all the way to the final cut, we handle everything that satisfies your users' need for information and entertainment. The result: films and animations that are not only moving, but also moving.
Relevance for everyone
Inform, advise, entertain: Whether it's a comprehensive content strategy, storytelling, or individual content for print and online media – we offer your target group crucial informative added value and place it in the right context.
Form with function
Functionality, haptics, emotionality: convincing factors when it comes to your product's packaging, an unusual idea for your product launch, or a creative mailing. We create packaging in all possible shapes and with unusual techniques. Because everyone knows: the first impression is what counts!
Lights out, spotlight on
Your perfect appearance is important to us, which is why we put you and your event in the right light. From a complete exhibition stand or an all-round package for your event to LED hoardings, digital steles, displays, tailor-made guidance and orientation systems, or even individual event materials.
Likes, likes & liiiikes
Instagram, Twitter, Facebook, YouTube and co.: taking into account their individual strengths, we'll make your social media channels glow with the right strategy, a crisp message, or a cool animation.
