> In 2021, Bahlsen’s redesign was acclaimed by the design community for its clean, bold modernity (even winning them a D&AD award). Nonetheless, the rebrand resulted in a 12% drop in sales the following year. This decline was attributed to a variety of factors: low on-shelf recognition, reduced emotional resonance, and smaller, less appetising photos than the original, “dated” packaging. In other words, even if the branding was good, it didn’t feel right.

Or, you know, maybe sales dropped, because inflation caused by Russia invading Ukraine hit and people spent less money on more expensive foods like Bahlsen cookies.