“To keep your balance, you have to keep moving.”

Consumer’s perceptions of brands are constantly evolving, and what they expect from a brand is changing rapidly. As the consumer’s perception changes, brands need to change in order to realign with the consumer. The way brands adapt to these changes determines their success in the market. By 2023, it is expected that “always changing” will be the new brand image, and those who fail to adapt will fall behind in the competition.

Adapting to change allows brands to stay current and maintain their relevance in an ever-changing market. Moreover, it can help brands identify new opportunities for growth and innovation. By embracing change, brands demonstrate their ability to evolve and stay ahead of the curve.

Albert Einstein once said, “To keep your balance, you have to keep moving.” This quote can be applied to our brand as well. Just like elephants need to keep moving to maintain their balance, brands need to adapt to market needs to remain relevant and interesting to consumers. This thought inspired the redesigned Balance labels.

The inspiration for the new-look Balance labels came from the footprints left in the sand after a herd of elephants had passed through the dry riverbeds. The label redesign introduces an authentic but sophisticated look and moves away from the light-hearted playfulness of the initial design. The brand believes that this more classic label creates an eye-catching presence on the shelf and uplifts the brand.

As consumers are becoming more environmentally aware, the brand needed to reposition itself to move with current market trends. The new design reflects the brand’s commitment to sustainability, and it aligns with the expectations of the modern consumer, taking Balance to the next step in its journey!


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