In the fiercely competitive world of consumer goods, the success of a new product often hinges on the first impression it makes on the shelves. For brands, especially those just starting out or lacking widespread recognition, the packaging can make or break their entry into the market. One of the most instructive examples of this is Halo Top, a brand that skyrocketed from obscurity to an industry powerhouse, raking in $347 million in sales in 2017, thanks largely to a strategic redesign of their packaging.
But the secret to Halo Top’s success wasn’t just about a more attractive design or a splash of color—it was about a fundamental shift in focus: putting the product’s attributes front and center, ahead of the brand name.
The Halo Top Redesign: A Case Study
When Halo Top first entered the market, their packaging followed a conventional approach—placing the brand name prominently in the center, with the product’s benefits listed underneath. While this might seem like a sound strategy, it quickly became apparent that it wasn’t resonating with consumers. Why? Because, at the time, very few people knew or cared about the Halo Top brand.
Consumers shopping for ice cream weren’t looking for a specific brand; they were looking for a product that met their needs, whether that was lower calories, higher protein, or something else entirely. Halo Top’s initial packaging failed to communicate these benefits in a way that grabbed attention or conveyed the value proposition quickly.
The Shift: Attributes Over Brand
The game-changing redesign focused on flipping the script. Instead of emphasizing the brand name, the new packaging made the product’s most important attribute—the low-calorie count—the star of the show. The calorie count was displayed prominently and boldly on the front of the packaging, making it the hero of the design. This was an instant differentiator in the ice cream aisle, where consumers were accustomed to seeing calorie counts hidden away on the back of the packaging, if at all.
This shift wasn’t just cosmetic—it was strategic. Halo Top recognized that in a crowded market, especially one where they were competing with established giants, they needed to lead with what made them different. The low-calorie count was their winning attribute, and they knew it would catch the eye of health-conscious consumers.
The Power of Simplified Messaging
Another key change in the redesign was the way they communicated the product’s protein content. In the original design, “7g of protein” was listed on the packaging, but this information was somewhat buried and presented in a way that didn’t immediately communicate value. Consumers might see “7g” and wonder if that’s a lot or a little, or why it even matters in the context of ice cream.
In the redesign, Halo Top scrapped the numerical focus and instead used the phrase “good source of protein.” This change was subtle but significant. It immediately told consumers why they should care, without requiring them to do any mental calculations. It was also unexpected in the context of ice cream, further reinforcing Halo Top’s unique position in the market.
The Results: From Obscurity to Industry Leader
The impact of this redesign was nothing short of transformative. By leading with product attributes that resonated with consumers, Halo Top didn’t just carve out a niche for itself—it exploded into the mainstream. The clear messaging and focus on what made the product unique helped Halo Top achieve $347 million in sales in 2017, triggering a wave of competitors and eventually leading to the brand’s acquisition.
Lessons for New Brands: Lead with What Matters
For new brands, the Halo Top story is a powerful reminder that when your brand is unknown, your packaging needs to work harder. It’s not enough to create something visually appealing; your packaging needs to communicate your product’s benefits quickly and clearly. In a crowded market, consumers aren’t looking for a brand they’ve never heard of—they’re looking for a solution to their needs.
Before you even begin designing your packaging, ask yourself: “In a crowded world, where do I win?” Identify the attribute that makes your product stand out, and make that the focal point of your design. The brand name can come later—what matters most is that consumers understand, at a glance, why they should choose your product over the competition.
In the end, it’s about leading with what makes you different. Just as Halo Top did, put your winning attributes at the forefront, and you might just find yourself in the same position—transforming your product from an unknown into a household name.
