Five Great--and Necessary--Marketing Makeovers

Packaging Makeover

Fairytale Brownies, Phoenix
Founders: David Kravetz, 42, and Eileen Spitalny, 42
Behind the makeover: Kravetz and Spitalny had a booming $9.3 million specialty foods business on their hands, but their packaging didn't reflect their upscale products. They went to work on a redesign that Spitalny calls "definitely a success." At a recent consumer show in New York City, their sales were up 30 percent over last year. Lunabrand, in Scottsdale, Arizona, handled the redesign.

What the Experts Say
Xanders: The old packaging played up [the enchanting theme] well, but it looked like fake or play food, which isn't ideal. The new packaging seems to have kept the handmade element and added some life. The icon should be present on all packages, as this is the key factor in building equity in the brand.
Fisher: I've received Fairytale Brownies as a gift in the past with the old packaging design. The previous design was effective but seemed to convey a somewhat down-home, organic image. The new brightly colored packaging presents that product line as a higher-end offering.
Post: From a pure graphic design perspective, lighting up the whimsical and moving to a richer design style does look upscale, but the supporting and surrounding touch points (point-of-purchase displays, collateral, etc.) determine the full impact of the packaging on the brand.

Gwen Moran is co-author of The Complete Idiot's Guide to Business Plans.
Reach her at

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Gwen Moran is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

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This article was originally published in the February 2009 print edition of Entrepreneur with the headline: Five Great--and Necessary--Marketing Makeovers.

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