Packaging Redesign, with the gates built in.
Structural and graphic redesign from brief to shelf, with line trials before anything is printed. Every phase ends at a gate with criteria a real gatekeeper signs off — copy it into cadence. and start with discipline instead of a blank page.
Redesign the pack of an existing product or range: design brief, agency concepts, structural feasibility and line trials, artwork and print production, and a phased in-market transition that never leaves a shelf gap.
Brand refreshes that change graphics across a range
Structural changes: new formats, material reduction, or sustainability moves
Range harmonization after an acquisition or brand consolidation
5 phases, and a gate after each one.
- 01
Brief & Design Strategy
Agree why the pack is changing and what success looks like — brand equity to keep, problems to fix, and the commercial case for touching it at all.
5 tasks
Gate criteria
- Redesign brief signed off: objectives, brand equities to retain, mandatories
- Current pack audited: shelf performance, consumer feedback, cost, line issues
- Design agency briefed and contracted with agreed timings
- Budget approved covering design, tooling, and transition costs
- 02
Concept Development & Validation
Generate and test design routes. Consumers pick winners on shelf standout and brand recognition, not in a conference room.
5 tasks
Gate criteria
- At least three distinct design routes presented against the brief
- Consumer validation: winning route beats current pack on standout and appeal
- Brand recognition preserved — existing buyers still find the product
- Structural concept confirmed feasible for materials and line compatibility
- Winning route approved by the gatekeeper for development
- 03
Structural Validation & Line Trials
Prove the pack works as a physical object: on the filling line, in transit, and in shopper hands — before committing to tooling and print.
5 tasks
Gate criteria
- Line trial passes at target speed with acceptable waste rates
- Transit and drop testing passed for all pack formats in scope
- Final structural specification signed off and tooling released
- Shelf-ready and secondary packaging validated with key retailers
- 04
Artwork & Print Production
Take every SKU through artwork, regulatory review, and print with colour consistency across substrates and printers.
5 tasks
Gate criteria
- Final artwork approved by marketing, legal, and regulatory for every SKU
- Label content verified compliant in all markets where the range sells
- Print proofs and colour standards approved across all substrates and printers
- Packaging materials ordered against the cut-in plan
- 05
In-Market Transition
Cut over SKU by SKU without shelf gaps or write-off surprises, tell the trade and consumers it happened on purpose, and review the results.
5 tasks
Gate criteria
- First production in new packaging released by quality for each SKU
- Old packaging depleted to agreed thresholds with write-offs within provision
- Retailers informed and new pack data, imagery, and planograms delivered
- Post-transition review: shelf performance and cost versus redesign objectives
The questions teams actually ask
Does this template cover both graphic and structural redesign?
Yes. The phases carry both streams: graphic concepts and shelf-impact testing on the design side, and material specification, transit testing, and filling-line trials on the structural side. For a pure graphics refresh you can simply delete the structural tasks after copying the template.
Why are line trials gated before artwork production?
Because reprinting is cheap compared to discovering a pack that jams filling lines after you have committed to tooling and printed stock. The template forces structural validation on the actual line before final artwork and print orders are released.
How does the transition avoid mixed old and new packs on shelf?
It usually cannot avoid overlap entirely, so the template plans it: a cut-in date per SKU, depletion thresholds for old packaging, and retailer communication so the changeover reads as a relaunch rather than an accident.
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