Does this failed biscuit rebrand show designers sometimes get it wrong?

(Image credit: Bahlsen / Auge)

Back in 2021, Choco Leibniz maker Bahlsen carried out a rebrand that won huge plaudits from the design community. The new look was clean, bold and modern. It even won a D&AD award. There didn't seem to be anything not to like. So it raised eyebrows this week when German media reported that Bahlsen is planning another rebrand after just two years.

Sales have dropped, and the company thinks the rebranding is to blame. It seems that for all its appeal to designers, the new look didn't sit quite so well with the brand's actual customers (see our pick of the best packaging design for inspiration)

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.