Same product,new look

摘要

Sometimes a package needs a little tweak here and there to stayrnfresh; other times it requires a complete overhaul. Either way, redesigning an existing brand is a balance between creating a new look and not alienating loyal consumers who are accustomed to seeing a product a certain way.rn"You have to hold on to the roots of the company and what's iconic," says Peter Burns, general manager at Celestial Seasonings, Boulder, Colo., which updated many of its tea packages this spring.rn"It's really a balance of keeping the old and the history, but also becoming a little bit more modern and making sure you're appealing to the modern need of the consumer," he says.