LONDON — Packaging should be treated as a long-term brand asset rather than a design element that is frequently refreshed, according to branding experts who say many companies unintentionally weaken consumer recognition by redesigning packaging too often.

Ahead of London Packaging Week, Cathal Gillen, co-founder and Head of Strategy at Distinctive BAT, argues that the greatest threat to iconic packaging often comes from internal decision-making rather than market competition.

Distinctiveness Goes Beyond Attractive Design

Gillen believes many companies become too familiar with their own branding and lose sight of how consumers actually perceive packaging.

He says packaging should be evaluated by its ability to create lasting memory structures and spontaneous brand recognition, rather than simply appearing modern or visually appealing.

According to Gillen, successful packaging builds brand equity over many years through consistent use of recognizable visual assets such as colours, shapes, structural features and design architecture.

Recognition Must Lead to Brand Ownership

One of the biggest misconceptions in packaging design is that familiar visual elements automatically belong to a brand in consumers’ minds.

Gillen explains that consumers may recognize a colour or package shape without correctly identifying which brand it represents.

The real objective, he says, is achieving spontaneous brand attribution, where consumers instantly connect a packaging asset with the correct brand without prompts.

This distinction is particularly important in premium categories such as spirits, cosmetics and luxury goods, where many brands rely on similar visual cues associated with quality and heritage.

Frequent Redesigns Can Destroy Brand Equity

Gillen warns that businesses often remove packaging elements that are already creating consumer recognition.

Packaging redesigns are sometimes driven by internal preferences or attempts to solve broader commercial challenges, even when existing visual assets continue to perform well.

Instead of major redesigns, he recommends gradual evolution through what he describes as “fresh consistency”—modernizing packaging while preserving the visual assets consumers already recognize.

He points to brands such as Hendrick’s Gin and Coca-Cola as examples of companies that have strengthened recognition by consistently protecting their core packaging assets while making incremental improvements over time.

Portfolio Consistency Becomes Increasingly Important

As companies expand product ranges, packaging systems often become fragmented through the addition of new stock-keeping units (SKUs), flavours and product variants.

Gillen says successful brands maintain a consistent packaging architecture across their portfolios so that every product reinforces the same visual identity while allowing enough flexibility to distinguish different variants.

Rather than treating each package as a standalone design, he argues companies should build cohesive brand families that strengthen consumer memory with every purchase.

Packaging Remains Critical Across Every Sales Channel

Despite the growth of e-commerce, Gillen believes packaging remains one of the most important brand touchpoints.

Whether consumers encounter products on physical shelves or digital marketplaces, recognizable packaging helps brands stand out quickly in crowded markets.

He concludes that the brands most likely to succeed are those that understand which packaging assets should evolve—and which should remain unchanged to preserve long-term brand recognition.

Gillen will discuss these themes during London Packaging Week, where industry leaders will examine how packaging, craftsmanship and heritage continue to shape premium brand value.

Last Updated on 06/08/2026 by Jota Machinery