Back from the future? When the old packaging design is too modern.
- Katja Wagner
- 1 day ago
- 2 min read
Why Bahlsen is taking two steps back.
Bahlsen has once again revised its packaging design: This isn't a typical design refresh in the sense of "modernization." Quite the opposite – the brand is taking two steps back.
In 2021, Bahlsen embarked on a major design relaunch , which was celebrated by agencies but not embraced by its target audience: a striking logo, lots of white space, and a pared-down design. According to CEO Alexander Kühnen, some consumers "probably find it too elitist and distant" and "prefer to choose other products on the biscuit shelf."
Hence the turnaround:
✔️ More indulgence:
The product is once again more in the foreground: The biscuit is presented more dynamically and with better lighting. After all, sweets are primarily purchased for their taste.
✔️ The message hierarchy is clearer:
The product and type of chocolate receive more attention, the brand takes a back seat.
✔️ More attention at the POS:
The return to blue block formation supports visibility on the shelf.
The question is, however, whether this more old-fashioned design is sufficient to reach younger buyer groups? For example, is this outdated typography and the highly ornate product presentation necessary?
My conclusion:
The new design is significantly less "zeitgeisty" and probably won't win any design awards. Personally, I don't particularly like it—but I'm not the target audience.
And that is exactly what we agencies must keep in mind:
At the POS, it is not the Art Director who decides, but the target group.
In this case, people who crave cookies. Therefore, the agency responsible acted correctly.
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LinkedIn Post: April 4th, 2025 by Katja Wagner
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