The Dieline is a great resource for all things packaging design. Every month they feature some of the biggest package redesigns in a segment called before and after. In our post, we showcase a few of the package redesigns by Wild Turkey and Huffman’s Hot Sauce.
Wild Turkey Before and After
Before Design Photo: The Dieline
Many believe the new package design reflects the passing of the torch from Jimmy Russell to his son, Eddie Russell. Jimmy created the Wild Turkey 101 brand and his signature is featured across the labels. A quote from Eddie Russell on the new design:
“We wanted the new packaging to capture the hard work, craftsmanship, and heart that goes into making Wild Turkey. My father and I have been making whiskey the same way for over 60 years. From hand selecting the grain, to bottling the liquid, and everything in between, we make sure our product is made the right way – the traditional way – at every single stage. We’re proud of our whiskey, and we’re glad to have packaging that embodies that.” – Eddie Russell, Wild Turkey
After Design Photo: The Dieline
Wild Turkey kept the product the same, but changed a key illustration of the turkey to symbolize personality and pride. Wild Turkey is trying to better communicate it’s uniqueness and premium quality through a strip stamp with gold foiled writing including the phrase ‘crafted with conviction, a circular Wild Turkey marking embossed on the glass with the words ‘bold, genuine, true,’ and the new, realistic turkey illustrations on the label designed by wildlife artist, Julie Rhodes. The package redesign was managed by Gruppo Campari. Their global vice president of spirits, Melanie Batchelor, had a few words on the redesign process for Wild Turkey:
“While sticking with our traditional recipe and authentic values, we are excited to present new global packaging for Wild Turkey. Proudly and prominently featuring our turkey brand icon, this new premium look is the result of in-depth research, consulting with our distillery, and listening to bartenders and consumers. With the explosion in interest we’ve seen in the bourbon and rye categories, driven by classic cocktail trends, we’ve seized the opportunity for bold premiumisation. With this new, proud, and striking design, our packaging for Wild Turkey will now stand out amongst the competition as well as our award-winning liquid has done for decades.” – Melanie Batchelor, Gruppo Campari
Huffman’s Hot Sauce Before and After
The package redesign by Huffman’s Hot Sauce was a dramatic step in the right direction. Their redesign was led by Cato Brand Partners. The new logo is inspired by Nick Huffman himself as the masked hero for culinary adventures. The bottle was chosen to showcase the purity and authenticity of the sauces instead of slapping a typical wrap around label like many of the other brands in the category.
All Photos: The Dieline
Blog Post Inspired by The Dieline’s Featured Segment: Before and After
Package InSight Eye Tracking Research
We really enjoy looking at new redesigns that our team was not apart of, because it allows us to ask a lot of questions. Do consumers respond much differently do these redesigns? Do the premium labels/colors of Wild Turkey increase product awareness or purchase decisions? As great as the Huffman’s redesign looks, do consumer’s eyes focus on the bottle more with no label?
Eye tracking is a powerful tool for answering many of these questions that designers have as they create these beautiful packages. Our team helps you discover insights about your category and your new package designs before you go to market. We have a retail laboratory that enables us to simulate the retail shopping experience and control many things in the experiment. We pair our quantitative eye tracking data with a qualitative survey to understand what consumers think they do with what they actually do. If you are gearing up for your next package redesign, contact us today to learn more about working with our team through the process.
