Paying homage to classics while integrating modern elements: The innovative path of retro packaging in the food and beverage industry!

For decades, Tony the Tiger has adorned Kellogg's cereal boxes, with many consumers vividly recalling his proclamation of "They're Grrreat!" in television commercials. Last spring, Kellogg Canada embarked on a limited-time campaign leveraging these memories. The food giant released nostalgic editions of its cereal brands and their mascots, featuring a two-dimensional Tony the Tiger with a spoon in hand and tongue out, ready to dig into breakfast cereals like Froot Loops and Rice Krispies, complete with their retro packaging.

Nowadays, numerous renowned food and beverage brands, from family candies to major soda brands like Pepsi, are tapping into their decades-long history to redesign packaging using elements from the past. In 2022, Rocket Fizz bubble gum celebrated its 75th anniversary with packaging adorned with 1980s motifs to commemorate this milestone. In January of this year, Jell-O released retro packaging to celebrate its 200th anniversary.

Whether brands are introducing limited-time releases or completely overhauling, the goal is to create eye-catching packaging to connect with consumers. Retro designs that evoke nostalgia are a key method to achieve this goal. Jason Watt, Director of Content and Marketing at CPG creative agency SmashBrand, says, "It's always been a trend that's been able to evoke emotion."

Some brands have found resonance in retro and nostalgic elements, restoring logos and packaging to previous versions. An early example is Miller Lite, which swapped its bright blue can with diagonal font for a retro white packaging reminiscent of 1974 in 2015. Miles Malm, Co-founder of creative agency Agency Squid, which collaborated with the brand, says, "They stuck to that simple, grand, bold, timeless style."

In recent years, there has been a resurgence of nostalgic sentiments, with retro designs trending for about five years. According to an analysis report sent via email by RILA Global Consulting in January, there have been over 3,000 mentions of packaging nostalgia on social media platforms in North America in the past six months. "It's an emotional tie," Malm says. "You want to be there in that moment, and I think that's where nostalgia really comes into play."

Last year, Jell-O introduced new packaging for the first time in a decade. The Kraft Heinz brand moved away from the slanted font of the 2000s, opting for fonts closer to those used in the 1970s to 90s, with those involved in the redesign calling it as fun as the product itself.

Peter Bucalis, Vice President of Business Development at Quad, a printing and marketing solutions company, stated that when well-known brands revert to using previous versions of packaging, it is often to "reclaim their equity." Traditional brands may convey, "As they compete with store brands and newcomers, they want to express to consumers — Do you still remember us? We've been around for a while," Bucalis said.

This doesn't mean that new brands and startups can't embrace a retro look. Malm says, in the "better for you" space, retro designs remind consumers of a time when there were fewer additives and preservatives in food and beverages.

Bucalis noted that simple, retro designs can also symbolize clean ingredients.

"If it fits the brand image, it's worth trying," Watt said.

Brands must also recognize their key audience and ensure that retro designs resonate with specific target demographics. Malm says that while one brand's core audience might consider the 80s retro, another brand's core audience might consider the 60s retro. "The scope of nostalgic sentiment can be very limited," he said.

Many brands are incorporating modern elements into retro aesthetics. Olipop, a "better-for-you" soda brand launched in 2018, has a vintage vibe despite not having many of the traditional trappings of other beverages. "The overall aesthetic and illustrative style feel like an old-timey soda shop," said Mark Christou, Principal at CBX, a strategic design agency specializing in packaging and private label design. On the other hand, Pepsi-Cola boasts a 125-year history. A spokesperson for the brand stated in an email that when they redesigned their logo last year, the goal was not to evoke nostalgia but to pay homage to the past while creating a fresh new look. Pepsi-Cola placed the wordmark back into the globe, reflecting the brand's logos from the 1980s and 90s.

"We found that this change in the logo really resonated with generations," said Carl Gehres, who previously served as Senior Design Director at PepsiCo North America, overseeing the brand redesign project for Pepsi-Cola. He is now the Senior Design Director for Lay's Global, also under PepsiCo. The beverage brand has also introduced modern elements, including bolder blue and a "pulse" emanating from the logo.

Christou commends Pepsi-Cola as an "exemplar" of a brand that "represents culture." He noted that while the redesign feels like an 80s logo, "it's an aesthetic that resonates with consumers and feels relevant."

The ultimate test of whether a brand redesign is successful lies in the numbers. Packaging designs must stand out on shelves compared to competitors' products. Kodiak produces high-protein pancakes, oatmeal, and other foods, using simple fonts and brown cardboard to evoke a retro identity. Partnering with Graphic Packaging International (GPI) to develop paper packaging, these elements help differentiate it from other processed pancake brands on the same store shelf.

Retailers must understand the speed of the redesign and repeat purchase rates to continue stocking the products. Pepsi-Cola stated that after the brand redesign, it received positive feedback from the public, with the design "enhancing brand impact and shelf navigation" in the retail sector. Consumers must also find the packaging practical. Watt gave an example where a milk brand could achieve a retro look with glass bottles. However, for most consumers, glass may not be as functional as cans or cartons, potentially hindering repeat purchases.