The Evolution of Packaging: How Iconic Brands Modernized Without Losing Identity

Packaging isn’t just a box around a product. It creates a first impression and is often the prime reason consumers choose one brand over another. However, emerging consumer demands, market trends, and regulatory upheavals require brands to adapt constantly. This has caused packaging to undergo various revolutions, expanding through materials, styles, and beyond. 

As brands modernize, they must ensure packaging still communicates their core identity and values. Many well-known brands have successfully modernized their packaging without compromising their identity. This balance is even more critical for CPG companies managing diverse brand portfolios. Here is a walk-through of how they did that. 

The 1990s: Global Consistency and Shelf Appeal in the Spotlight

By the 1990s, brands had begun to go global. For this, packaging had to speak to different languages and cultures and fit in different store shelves. Consistency was key.

Coca-Cola achieved international recognition in the 1990s, thanks to its red label, contoured bottle, and distinctive handwritten logo. The taste and experience remained constant, even as the company introduced the classic contour bottle. 

“Packaging is our most visible and valuable asset,” Marcos de Quinto, Chief Marketing Officer, The Coca-Cola Company.

The 2000s: Convenience Was Fundamental

Consumers in the 2000s pursued brands that offered much-needed convenience and practicality in their packaging. Brands were compelled to concentrate more on functionality because customers no longer wanted to struggle with bulky containers or handle messy pours.

Heinz tapped into this shift by redesigning their bottle into a squeezable, upside-down version. Their squeezable ketchup bottle with the cap at the bottom made it easy to get every last bit, without any rigorous shaking. 

And they didn’t have to sacrifice their brand identity to do it. The label and feel of the product were still very much Heinz, just more convenient. 

“Heinz’s upside-down bottle is probably the biggest idea in ketchup since the invention of the plastic squeeze bottle”. - Casey Keller, former Chief Executive Officer.

The 2010s: Story Telling and Brand Value Made Brands Stand Out

By the 2010s, packaging didn’t just need to be convenient but also reflect a brand's values. People looked to engage with brands that cared about values and authenticity, not just profits and market share. 

Dove nailed this with its Real Beauty campaign. What began as a simple ad campaign eventually caught everyone's eye. Limited-edition bottles shaped like different body types were introduced to celebrate real beauty and diversity.

It was more than just clever design. It sent a message: beauty doesn’t come in one size, and Dove stood for that emotional connection. 

“At Dove, we seek a future in which women get to decide and declare what real beauty looks like – not algorithms. As we navigate the opportunities and challenges that come with new and emerging technology, we remain committed to protect, celebrate, and champion Real Beauty”. - Alessandro Manfredi, Chief Marketing Officer. 

The 2020s: Sustainability is Non-Negotiable  

Sustainability continues to top the packaging trends in the 2020s. Buyers have started to engage with brands that care for the environment. Due to increased consumer pressure and more stringent regulatory requirements, businesses are compelled to integrate sustainability into their brand identities.

Nestlé has consistently worked to make its packaging recyclable and reusable to satisfy growing sustainability demands. Nestlé Smarties was the first global confectionery firm to shift to paper-based packaging instead of its original all-plastic packaging in 2021.

"Plastic waste is one of the biggest sustainability issues the world is facing today. We at Nestlé are committed to finding improved solutions to reduce, reuse, and recycle. Our ambition is to achieve 100% recyclable or reusable packaging by 2025." - Mark Schneider, Chief Executive Officer. 

Conclusion 

Iconic brands have made it apparent that product labeling and packaging must evolve with time. Regardless of the style or content, it must communicate the brand's core while maintaining consistency and uniformity across languages and regions.  

Coca-Cola continues to take charge of driving innovation while maintaining consistency. Heinz addressed consumer expectations around convenience. Dove started a bigger dialogue around appreciating real beauty. Nestlé integrated sustainability as a part of its brand identity. All these brands made fundamental changes to their packaging but held onto their core values and character.

As new trends and technologies emerge, brands that constantly modernize packaging to improve the customer experience will continue to stand out.

Are you looking to modernize your packaging like these brands and drive the perfect customer experience across markets? Learn how ManageArtworks can help!