In 2010, Gap launched a redesign of its logo that failed so spectacularly with customers that the brand reverted to its old look within six days. Gap has stuck with the original ever since. All told, the misstep was speculated to have cost the company $100 million—a substantial sum even for a large corporation.
Package redesign is no different. When it comes to CPG products, there’s no shortage of flops and missteps from brands hoping to make a splash. These are expensive, humbling lessons to learn.