I’ve said it before and I’ll say it again: packaging design is your most important brand asset.

How many of your ads are:
👀 Creating millions of impressions a week?
👀 Seen by 100% of your customers?
👀 Run 24/7, 365 days a year?

Like all good advertising, packaging has the ability to deliver both long and short term outcomes.

It can be optimised to convert shoppers in store (sales today).
And it can be refined to build long term equity (brand tomorrow).

But the art is in the balance.

These five rebrands featured today were all launched at Expo West 2026 and I reckon the nail the balance.

#1. Lil Bucks

From clusterfuck to clusterbucks - there’s a lot to love about this redesign.

The old version was fairly low contrast, with multiple points that distracted the eye and no clear hierarchy or gaze path. Not to mention, the name of the brand was super unclear.

The new version resolves these pains, but still maintains a colour link to the past and some remnants of the prior identity. It also just looks way more appealing, like the food actually tastes good and not just ‘healthy’.

Rebrand done by Buddy Buddy

#2. MNML

I am entirely bias here because my agency Mind Control did this redesign.

But that aside - it worked. The redesign helped the MNML team garner traction with Target and Sprouts, and it’s set up their brand architecture to roll out across multiple fragrances and new formats.

The problems to solve here were clarity and confidence - what is it and will it work? By bringing in new claims, new visuals and a new layout, shoppers can clock it a couple of seconds.

Redesign done by Mind Control

#3. Beefy’s Own

The best redesigns make the brand feel more like itself.

It’s interesting to think about brand identity in the very literal sense of the two words. Brand comes from the cattle industry of stamping a permanent mark on something. Identity is the characteristics determining what a person or thing is. Often, designers think more about the brand bit than the identity bit. But I spoke to the founders of this brand and they felt the redesign revealed it’s true identity. Neat hey.

DM us if you know who did this work.

#4. Blue Monkey

Vertical logos are hard to read. Vertical product info is even harder to read. Vertical text on low contrast colours is impossible to read.

This redesign wins because it nails the balance - branding is prominent and unmissable, and the product information is clear and compelling.

DM us if you know who did this work.

#5. Humann

This has all the checkpoints of a clever redesign.

Refined logo mark. Retained brand colours. Cleaner hierarchy. But the real shift is in the overall vibe - it goes from something you’re forced to take, to something you’d want to take.

DM us if you know who did this work.

What stands out to you?

Did we miss any mega rebrands? Which do you think nails it the most?