The Biggest Branding Failures (And How to Avoid Them in Your Packaging)

Branding is one of the most critical components of a business’s success. It shapes how customers perceive a product, fosters loyalty, and can drive sales.

However, many brands fail to capitalize on their packaging as a strategic tool to enhance their branding. Whether it’s poor design choices, missed opportunities for storytelling, or failing to stay consistent, branding failures can significantly harm a brand’s reputation.

In this article, we’ll explore the biggest branding failures seen in packaging and offer practical tips on how to avoid these pitfalls to ensure your packaging works as hard as your product.

1. Inconsistent Branding: The Recipe for Confusion

The Failure: Inconsistent branding is one of the most common mistakes companies make with their packaging.

This occurs when a brand’s visual identity—such as logos, colors, typography, or messaging—varies across different products or even within the same product line.

Customers rely on brand recognition to identify your products quickly, and when your packaging is inconsistent, it can confuse potential buyers and undermine brand trust.

• Case Study: Tropicana’s Juice Packaging Redesign: In 2009, Tropicana redesigned its packaging, opting for a minimalist look that removed many of the familiar design elements. Consumers were so confused by the new look that sales dropped by 20% in just two months, forcing the brand to revert to the old packaging.

How to Avoid This:

• Maintain Consistency: Ensure that all products within your brand have a cohesive look. Selling health supplements? Don’t make all your products in their supplement branded bags look exactly the same; make sure they share certain elements though,  like color schemes, fonts, logos, and design style.

Consistency builds recognition and helps create a strong, unified brand presence.

• Brand Guidelines: Create a set of branding guidelines that dictate the key visual elements of your brand’s identity.

This will help ensure that no matter who designs your packaging, the final product is consistent with your brand’s image.

2. Ignoring Target Audience Preferences

The Failure: Packaging that doesn’t resonate with the target audience can lead to poor sales and missed opportunities.

This could happen if your packaging style is too generic, outdated, or doesn’t align with the values or aesthetics that your target customers hold dear.

• Case Study: Gap’s Failed Logo Redesign: In 2010, Gap unveiled a new logo design that failed to resonate with its customers.

The new design was too modern and simple compared to the iconic, traditional look that customers associated with the brand. The backlash was so strong that the brand quickly reverted to its old logo.

How to Avoid This:

• Know Your Audience: Understand what your customers care about and what appeals to them.

If your audience values sustainability, for example, emphasize eco-friendly packaging. If your customers lean towards luxury, opt for sleek, premium materials.

• Market Research: Before redesigning or creating packaging, do market research to gather feedback from your target audience.

Utilize focus groups, surveys, or A/B testing to ensure your packaging resonates with your demographic.

3. Overcomplicated Designs: When More Isn’t Always Better

The Failure: A common mistake brands make is overloading their packaging with too much information, too many elements, or too much color.

While it may seem tempting to showcase every detail about a product, an overly complicated design can overwhelm the consumer, making it difficult for them to focus on what’s important.

• Case Study: PepsiCo’s “Tropicana Premium” Packaging: The Tropicana Premium line of juices came with packaging cluttered with various typefaces, descriptions, and visuals.

This over-complication detracted from the clarity of the messaging, which led to confusion about the product’s unique selling points.

How to Avoid This:

• Keep It Simple: Focus on clear, concise messaging. Selling organic peanuts? Use minimal text and let the design elements, such as the color scheme and logo, do the heavy lifting on your custom nut pouches.
• Prioritize: Choose the most important information to display—product name, key benefits, and brand identity—while removing anything non-essential. This can create an effective, streamlined design that immediately communicates your message.

4. Lack of Differentiation: Blending In with the Competition

The Failure: Packaging that doesn’t stand out from the competition can make your product easily forgettable.

If your packaging looks too similar to a competitor’s product, consumers may not even notice your offering on the shelf, leading to lost sales and missed opportunities.

• Case Study: Coca-Cola’s “New Coke” Launch: In 1985, Coca-Cola launched “New Coke,” a reformulation of their classic product with a new taste. But what made the situation worse was the new packaging, which didn’t have the same iconic look that customers were loyal to. Consumers didn’t connect emotionally with the packaging, and sales plummeted.

How to Avoid This:

• Differentiate: Your packaging should highlight what makes your product unique. Think about how your product is different from others and make sure your packaging conveys that distinction.
• Unique Design Elements: Invest in a unique design that stands out on shelves. This could involve creative use of color, texture, or shapes that capture attention. Make sure your packaging represents the essence of your product and your brand’s values.

5. Failing to Communicate Value: The Missed Opportunity

The Failure: Packaging that doesn’t convey the product’s value can turn consumers away.

Whether it’s failing to communicate quality, price point, or the benefits of the product, packaging needs to clearly articulate what’s inside and why it’s worth the price.

• Case Study: Tiffany & Co. Packaging: Tiffany’s iconic blue boxes are more than just containers—they’re a symbol of luxury.

The brand’s careful packaging reinforces the high value of its products and elevates the customer experience, creating an emotional connection with the brand. Without this packaging, Tiffany products would be significantly less impactful.

How to Avoid This:

• Communicate Value Through Packaging: Whether your product is high-end or affordable, your packaging should reflect its worth. For premium products, use luxurious materials, intricate designs, and clear, high-end messaging. For value and health products, like packaging baby food, make sure the custom packaging reflects practicality, functionality, and great value.
• Use Messaging Strategically: Clearly highlight key benefits and product features on your packaging to ensure customers understand the product’s value before they even open it.

6. Overlooking Functionality: When Packaging Becomes a Hindrance

The Failure: While packaging design is important, packaging that isn’t functional can frustrate consumers.

If the packaging is difficult to open, bulky, or inconvenient, customers may hesitate to buy the product, or worse, may never purchase again.

• Case Study: Apple’s Original iPod Packaging: When the iPod was first launched, Apple’s packaging was revolutionary, combining sleek design with usability.

However, over the years, they continued to refine the packaging to make it even more user-friendly. The simple, intuitive unboxing experience became part of the product’s allure.

How to Avoid This:

• Ensure Practicality: While design is essential, make sure your packaging serves its practical purpose—protecting the product and offering a smooth unboxing experience.
• Consider Customer Experience: Think about how easy it is for customers to open, store, or reuse your packaging. This includes using easy-to-tear materials, resealable pouches, or packaging that enhances convenience and ease of use.

Conclusion: Avoiding Branding Failures with Smart Packaging

Branding and packaging are inextricably linked—your packaging is a powerful tool to communicate your brand’s identity, values, and quality to consumers.

To avoid branding failures, ensure your packaging is consistent, speaks to your target audience, and stands out from competitors. Simplicity, clarity, and functionality are key to creating packaging that resonates with consumers.

By following these insights and learning from the mistakes of others, your packaging can become a strong asset in building your brand’s success.

When done right, packaging isn’t just a vessel for your product—it’s an essential part of your overall branding strategy that can boost consumer perception, increase sales, and build lasting loyalty.