With a label that has been essentially untouched since 1904, Carlsberg hopes to attract attention through a global rebranding campaign. Though awareness of the world’s fourth largest brewery group is widespread, Carlsberg’s sales have not been commensurate to the level of knowledge among consumers.

Gatorade recently launched a new packaging design for its bottles. In the past Gatorade was one of the leading sports drinks, but in recent years it has been loosing market share to brands like Powerade and other health drinks such as vitamin water. The redesign of the brand’s visual identity may have been an attempt by Gatorade to stop the shrinking of their business.

Is a product still the same without its packaging? As the saying goes – looks matter, and without a properly designed package a product is hard to sell regardless of how good its other attributes might be. Indeed, packaging design represents what the brand stands for as much as other elements of the brand visual identity do, and in certain cases the packaging is almost as important as the product itself. After all, what would Coca Cola be without its famous bottle?