The Challenge: Redesigning Iconic Packaging for the Modern Consumer

Pillsbury, a name synonymous with comfort foods in America, is more than just a brand—it’s part of the cultural fabric of the household kitchen. But even iconic brands need to evolve with changing times. With an evolving consumer base and increased competition, Pillsbury faced the challenge of redesigning its packaging to keep the brand relevant in today’s market. Their primary goal was to appeal to a new generation of conscious consumers while maintaining the integrity of the Pillsbury brand that consumers have trusted for decades.

The challenge CIULLA ASSOC was tasked with was to create a fresh look for Pillsbury’s product packaging that:

• Appeals to modern consumers, while preserving the brand’s rich heritage.

• Highlights the quality of the brand’s products while emphasizing convenience.

• Stands out on crowded retail shelves, capturing the attention of shoppers and increasing purchasing behavior through fun, whimsical design cues.

Our Approach: Revitalizing the Iconic Brand with a Modern Twist

CIULLA ASSOC’s approach was centered around aligning Pillsbury’s brand values with the evolving needs of modern consumers. We understood that packaging design was about more than just a new look—it was about capturing the essence of the brand while resonating with the values that today’s shoppers hold dear. We approached the design process in three core areas:

1. Modernizing the Brand’s Look & Feel

Pillsbury’s mascot, the beloved Pillsbury Doughboy, is instantly recognizable and has long represented the trust and comfort associated with the brand. But as consumer preferences shifted toward more modern aesthetics, CIULLA ASSOC knew it was time to bring a contemporary twist to this iconic figure.

Our redesign introduced modern design language to elevate the visual identity of Pillsbury’s packaging, while ensuring that the Doughboy still played a central role in maintaining the friendly, accessible nature of the brand.

To achieve this, we:

• Updated the color palette, introducing more vibrant and contemporary shades that conveyed a sense of freshness.

• Streamlined the logo, making it more dynamic and eye-catching, ensuring that the Pillsbury name was visible and prominent across all product categories.

• Modernized typography to provide a clean and legible appearance, while ensuring brand consistency across multiple product lines.

2. Packaging Architecture

Modern packaging is about more than aesthetics—it needs to perform well on the shelf. Pillsbury’s new packaging needed holistic brand design architecture and communication hierarchy.

3. Consumer-Centric Design: Attracting a New Generation of Shoppers

Today’s consumers are more informed and conscientious than ever before. They want products that reflect their values, especially when it comes to quality, health, and sustainability. Understanding this, CIULLA ASSOC worked to create a design that would appeal to the modern shopper while staying true to the Pillsbury brand.

Our consumer-centric design approach included:

• Clear messaging about the quality of ingredients and consumer-centric photogaphy

• More modern typography and design cues

• Giving the Doughboy personality and celebrating ‘fun’ with every opportunity

This combination of trustworthy messaging and more modern design cues made the packaging more appealing to today’s values-driven shopper, helping Pillsbury connect with a younger demographic of bakers.

The Results: A Stronger Shelf Presence and Increased Consumer Engagement

The updated packaging helped strengthen Pillsbury’s brand identity while increasing its visibility on store shelves. Here are the key outcomes:

• Increased Consumer Engagement: The revitalized packaging design immediately caught the attention of shoppers and led to greater brand interaction. The modernized look was well-received, especially by younger consumers.

• Improved Brand Perception: Consumers began associating Pillsbury with a more modern and innovative image, helping to increase brand loyalty.

• Enhanced Shelf Presence: With the updated packaging design, Pillsbury was able to improve its shelf impact in grocery stores. The streamlined, bold look of the packaging made it easier to spot among the competition, driving sales and shoppability.

Key Outcomes:

• Enhanced Brand Visibility: The new packaging helped Pillsbury stand out from competitors, capturing more attention on crowded store shelves.

• Increased Consumer Trust: By clearly communicating quality

• Stronger Sales Growth: The refreshed packaging helped increase consumer engagement and purchasing decisions.

The Takeaway: The Power of Modern Packaging Design in the CPG Market

This case study highlights the crucial role of packaging design in elevating a brand’s market position. In the ever-competitive CPG space, packaging is about telling a story, connecting with the consumer, and communicating the brand’s values.

Here are the key takeaways from this project:

• Packaging drives perception: The right packaging design communicates far more than just the product’s contents—it tells a story and builds trust.

• A brand’s legacy matters: Modern packaging must evolve to keep up with changing consumer expectations, but it’s crucial that the brand’s legacy remains intact. By maintaining a balance of modern design elements with brand consistency, companies like Pillsbury can stay relevant.

At CIULLA ASSOC, we understand the power of packaging design in elevating a brand. Whether you’re looking to revamp your existing packaging or create a new design, we can help you craft a solution that not only looks great, but strengthens your brand presence and market share.

Partner with CIULLA ASSOC for Cutting-Edge CPG Packaging Solutions

Are you ready to revitalize your packaging design and connect with today’s conscious consumers? At CIULLA ASSOC, we specialize in creating innovative, impactful packaging solutions that drive consumer engagement, improve shelf presence, and deliver measurable business results.