Tesa has announced a rebrand of its consumer packaging, aiming to bring coherence to its ‘strongly fragmented’ consumer portfolio while retaining each line’s individuality.
The company says it currently has over 30 sub-categories within its consumer portfolio and 1,700 SKUs previously developed in silos. Using insights from customer journeys, Point of Sale analysis and shopper data, Tesa developed a ‘unified design language’ for its new packaging.
Featuring a bolder logo, clearer visuals and consistent naming, the rebrand hopes to create stronger shelf impact and ensure the brand remains in shoppers’ minds. The company’s signature blue creates a strong brand identity across all product categories, with a dark blue background for product information to be presented against.
The Tesa logo has been designed as adhesive tape, and a minimalist approach utilizing clear white space seeks to improve readability on shelf. Communication to consumers has deliberately shifted from text-heavy explanations to image and icon-based communication of product benefits.
Tesa adds that illustrative visuals show specific use cases and facilitate quick orientation, and QR codes aim to turn the packaging into an interface between product, application, and service.
In similar news, Gü’s dessert packaging recently underwent a global redesign, spearheaded by strategy and branding agency Derek&Eric, to improve consumer navigation and shelf appeal. With geometric layouts, colourful tabs and a ‘less is more’ approach, the new packaging seeks to convey an ‘elegant’ look while helping consumers navigate on-pack information.
Last month Metsä Board, part of Metsä Group, announced plans to open a new Packaging Design Studio in Milan this summer, equipped with advanced AI-supported design and simulation technologies. The company hopes that combining packaging design, product development and technical competence into one location will result in closer cooperation across the packaging value chain.
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