Some of the best product redesigns started with a product people mocked. Crocs were called one of the ugliest shoes ever made. Dyson built 5,127 prototypes before the bagless vacuum worked. Coca-Cola wanted a bottle you could recognize in the dark.
Below are 50 product redesign examples across food, electronics, mobility, lifestyle and household products, each with the problem, the change and the result, and what founders can take from them.
What Is a Product Redesign?
A product redesign changes an existing product to fix a problem customers already feel: how it works, how it is made, how it is packaged, or who it is for. Unlike a new product, a redesign starts with evidence such as reviews, returns, support logs and manufacturing data. The best redesigns change as little as needed and protect what people already recognize.
Most of the 50 examples below fall into five types:
- Packaging redesign: Coca-Cola, Heinz, Pringles, Oreo
- Usability and ergonomic redesign: OXO Good Grips, Apple iPod, Oral-B
- Engineering and technology redesign: Dyson, Sony Walkman, Toyota Prius, Tefal
- Evolutionary redesign: Porsche 911, KitchenAid, Converse, LEGO
- Repositioning (same product, new audience): Crocs, Stanley, Nalgene, Timberland, Dr. Martens
Food And Beverage Product Redesign Examples
Food and beverage brands have always competed for shelf attention, customer loyalty, and product recognition. While taste remains important, packaging, usability, sustainability, and emotional connection often determine which product reaches a customer's shopping cart. Some of the world's most recognizable consumer products became iconic because companies redesigned the experience surrounding the product instead of changing the product itself.
These product redesign examples demonstrate how thoughtful design evolution helped brands solve practical challenges, strengthen their identity, improve manufacturing efficiency, and create memorable customer experiences. Every redesign reflects changing lifestyles, technological progress, and a deeper understanding of customer behavior.
1. Coca-Cola Contour Bottle
Company: The Coca-Cola Company · Year: 1915 · Type: Packaging redesign
Before vs After
Before
- Straight glass bottle
- Easy to imitate
- Generic appearance
After
- Curved contour bottle
- Instantly recognizable
- Global design icon
The Problem
By the early 1900s, Coca-Cola had become hugely popular, and imitation brands started appearing everywhere. Many copied the bottle shape so closely that customers struggled to tell the difference. The company realized the product inside remained the same, but the package needed its own identity. A bottle became much more than a container. It became a silent salesman.
Why Redesign
In 1915, Coca-Cola challenged glass makers to create a bottle that anyone could recognize by touch, even in the dark or from a broken piece. The Root Glass Company took inspiration from the cocoa pod and created the contour bottle, patented on 16 November 1915 and introduced in 1916. The redesign gave Coca-Cola something competitors could never easily copy.
The Result
The contour bottle became one of the most recognized packages in history. By 1949, fewer than 1% of Americans could not identify a Coca-Cola bottle by its shape alone.
2. Heinz Ketchup Bottle
Company: Heinz · Year: 2002 (upside-down bottle) · Type: Packaging redesign
Before vs After
Before
- Heavy glass bottle
- Slow pouring
- Messy serving
After
- Upside-down squeeze bottle
- Easy flow
- Cleaner experience
The Problem
Everyone knew the feeling of waiting for ketchup to slowly crawl out of a glass bottle. People shook the bottle, tapped it, and often ended up with a huge splash on their food. The product tasted great, but the experience frustrated millions of customers every day.
Why Redesign
Instead of changing the ketchup recipe, Heinz redesigned the package. In 2002 it launched an upside-down squeeze bottle that stands on its cap, so gravity does most of the work. Customers could squeeze the exact amount they wanted without waiting.
The Result
A silicone valve in the cap lets ketchup out only when squeezed and stops drips, so both the wait and the splash disappeared.
3. Pringles
Company: Procter & Gamble (now Mars) · Year: 1968 · Type: Product and packaging redesign
Before vs After
Before
- Chips broke easily
- Bags trapped air
- Uneven shapes
After
- Stackable chips
- Protective can
- Longer freshness
The Problem
Traditional potato chips often arrived broken before customers even opened the packet. Transportation damaged fragile chips, leaving crumbs at the bottom. Customers accepted this as normal until Pringles questioned the entire experience.
Why Redesign
Engineers redesigned both the chip and the packaging together. Every chip was given the same curved saddle shape, so the chips nest and stack neatly inside a rigid cylindrical can that protects them during transport.
The Result
Pringles has been on sale since 1968 and has changed owners twice, most recently when Mars acquired Kellanova in 2025, with the stacked chip and can unchanged.
4. Toblerone
Company: Tobler (now Mondelez) · Year: 1908 · Type: Product form redesign
Before vs After
Before
- Standard chocolate bar
- Blended into shelves
After
- Triangular peaks
- Mountain-inspired identity
- Premium appearance
The Problem
Chocolate bars looked almost identical in the early twentieth century. Standing out among competitors became increasingly difficult. Toblerone wanted customers to recognize the product instantly.
Why Redesign
The company introduced its distinctive triangular shape inspired by the Swiss Alps. The unusual geometry made the product memorable long before customers tasted the chocolate.
The Result
The 1908 shape is still the product. Mondelez says its Bern factory makes up to 4 million bars a day for export to 120 countries.
5. Nutella Jar
Company: Ferrero · Year: 2025 (Brazil 140g jar) · Type: Packaging redesign
Before vs After
Before
- Hard-to-reach edges
- Spread left in the jar
- More plastic
After
- Rounded edges
- Easier to scoop
- 25% less plastic
The Problem
Families have used Nutella almost every morning since its 1964 launch, yet reaching the last few spoonfuls inside the jar felt surprisingly difficult. The product delighted customers, while the packaging left spread behind.
Why Redesign
In 2025, Ferrero reshaped Nutella's 140g jar in Brazil with rounded edges, so a knife or spoon reaches the last of the spread and less goes to waste. The jar still holds the same 140g.
The Result
The new jar uses 25% less plastic than the one it replaced, so one change cut waste for the customer and material for Ferrero.
6. Oreo Packaging
Company: Nabisco (Mondelez) · Type: Packaging redesign
Before vs After
Before
- Disposable sleeves
- Lost freshness quickly
After
- Resealable packs
- Better freshness
- More convenience
The Problem
Families often struggled to keep opened cookies fresh. Once the packet was opened, the cookies gradually lost their crisp texture.
Why Redesign
Oreo introduced resealable packaging that protected freshness after every use. Customers enjoyed the same quality from the first cookie to the last.
The Result
Packaging became part of the Oreo experience. Oreo now sells about 60 billion cookies a year and is close to $5 billion in global revenue.
7. Evian Bottle
Company: Danone · Type: Packaging redesign
Before vs After
Before
- Standard water bottle
- Generic appearance
After
- Elegant silhouette
- Lightweight plastic
- Premium identity
The Problem
Bottled water quickly became a crowded market where almost every bottle looked alike. Standing apart required more than simply selling water.
Why Redesign
Evian focused on elegant bottle design, premium branding, and lighter materials. The bottle became a lifestyle product instead of just another beverage container.
The Result
Evian is now sold in more than 140 countries, with the bottle doing much of the work of signaling a premium product.
8. Absolut Vodka Bottle
Company: Absolut (Pernod Ricard) · Year: 1979 · Type: Packaging redesign
Before vs After
Before
- Traditional liquor bottles
- Decorative labels
After
- Minimal bottle
- Clean typography
- Iconic silhouette
The Problem
Liquor shelves were filled with ornate bottles competing for attention. Absolut wanted customers to remember its bottle instantly.
Why Redesign
Inspired by old Swedish medicine bottles, the company embraced simplicity. The minimalist design became the centerpiece of every advertising campaign.
The Result
The bottle became the centerpiece of the brand. Absolut's 1979 launch shipment was 6,300 liters; in fiscal 2023 it sold a record 12.7 million 9-liter cases.
9. Perrier Bottle
Company: Perrier (Nestlé) · Type: Packaging redesign
Before vs After
Before
- Ordinary mineral water packaging
After
- Distinct green bottle
- Premium identity
The Problem
Sparkling water companies competed heavily for attention, making differentiation increasingly important.
Why Redesign
Perrier invested in a distinctive bottle shape and color that communicated freshness and sophistication before customers even opened it.
The Result
The green, teardrop-shaped bottle became the brand's identity, recognizable on a shelf before anyone reads the label.
10. Tupperware
Company: Tupperware · Year: 1946 · Type: Engineering redesign
Before vs After
Before
- Loose food containers
- Frequent spills
- Poor freshness
After
- Airtight seal
- Stackable storage
- Longer freshness
The Problem
Food storage containers often leaked, wasted food, and created messy kitchens. Families wanted a simple way to preserve leftovers without constant spills.
Why Redesign
Earl Tupper developed an airtight sealing mechanism that locked freshness inside the container. Combined with stackable designs, the containers completely changed kitchen organization.
The Result
Eight years after launch, Tupperware sales reached $25 million in 1954, sold through about 20,000 home-party dealers.
What These Food and Beverage Redesigns Have in Common
Across these ten product redesign examples, several common themes emerge.
- Great redesigns solve genuine customer problems.
- Packaging often becomes a competitive advantage.
- Small usability improvements create lasting customer loyalty.
- Manufacturing innovation supports better quality and scalability.
- Strong visual identity increases brand recall.
- Sustainability continues shaping modern design evolution.
- Everyday frustrations inspire breakthrough product improvement ideas.
- Timeless products evolve continuously while preserving their core identity.
Consumer Electronics Product Redesign Examples
In consumer product design, electronics redesigns tend to pair one engineering breakthrough with a much simpler experience. Each of the ten products below removed a limitation people had simply accepted, from where they could listen to music to how they cleaned their floors.
11. Sony Walkman
Company: Sony · Year: 1979 · Type: New category
Before vs After
Before
- Bulky cassette recorders
- Music stayed at home
- Shared listening experience
After
- Pocket-sized player
- Personal music
- Lightweight design
The Problem
Before the Walkman, enjoying music while traveling meant carrying heavy cassette players or waiting until you reached home. Music felt tied to a place rather than becoming part of everyday life. Sony believed people wanted freedom instead of furniture-sized entertainment.
Why Redesign
Sony redesigned music consumption itself. Engineers removed recording features, reduced size, improved battery efficiency, and created lightweight headphones. The product became simple enough to carry everywhere.
The Result
The Walkman created an entirely new category of portable entertainment, sold around 400 million units across all formats by 2010, and forever changed the way people listened to music.
12. Apple iPod
Company: Apple · Year: 2001 · Type: Usability redesign
Before vs After
Before
- MP3 players with confusing buttons
- Small storage
- Complicated navigation
After
- Scroll wheel (later the Click Wheel)
- Thousands of songs
- Beautiful minimalist design
The Problem
Early MP3 players stored very little music and navigating through songs felt frustrating. Music libraries kept growing while devices remained difficult to use.
Why Redesign
Apple focused on simplicity instead of adding more buttons. A scroll wheel, refined into the Click Wheel in 2004, let users move through thousands of songs with one thumb while the clean design created an emotional connection.
The Result
Apple sold its 100 millionth iPod in April 2007, about five and a half years after launch, and the iPod paved the way for the iPhone.
13. Dyson Vacuum Cleaner
Company: Dyson · Year: 1993 (DC01) · Type: Engineering redesign
Before vs After
Before
- Vacuum bags clogged
- Suction reduced over time
- Frequent maintenance
After
- Bagless cyclone technology
- Consistent suction
- Transparent dust bin
The Problem
James Dyson became frustrated after noticing his vacuum cleaner lost suction every time the dust bag filled. Customers accepted this as normal, but Dyson believed the problem deserved a better solution.
Why Redesign
Instead of improving vacuum bags, Dyson eliminated them completely. After building 5,127 prototypes over five years, he perfected cyclone technology that separated dust without blocking airflow, launched as the DC01 in 1993.
The Result
The DC01 became Britain's top-selling vacuum within about two years, and Dyson went on to build a multibillion-dollar company spanning fans, air purifiers and hair dryers.
14. Nintendo Game Boy
Company: Nintendo · Year: 1989 · Type: Portability redesign
Before vs After
Before
- Home gaming only
- Large consoles
- Limited portability
After
- Handheld gaming
- Better battery life
- Compact entertainment
The Problem
Video games mainly belonged inside living rooms. Players wanted entertainment during travel, school breaks, and holidays.
Why Redesign
Nintendo redesigned gaming around portability. The company prioritized battery life and gameplay over advanced graphics, creating a product families could carry anywhere.
The Result
The Game Boy and its successor, the Game Boy Color, sold a combined 118.69 million units, making the line one of the most successful handheld gaming platforms ever created.
15. Polaroid Camera
Company: Polaroid · Year: 1948 · Type: New category
Before vs After
Before
- Film developed separately
- Long waiting time
- Delayed memories
After
- Instant photographs
- Immediate sharing
- Portable experience
The Problem
Traditional photography required customers to wait days before seeing their pictures. Special moments often remained unseen until film development finished.
Why Redesign
Polaroid redesigned photography by combining image capture and development into a single instant experience. The excitement became part of the product itself.
The Result
All 56 cameras at the first Boston demonstration in 1948 sold out, and the one-millionth Model 95A followed within ten years.
16. Braun SK4 Record Player
Company: Braun · Year: 1956 · Type: Industrial design redesign
Before vs After
Before
- Heavy wooden cabinets
- Decorative styling
- Closed construction
After
- Transparent lid
- Minimalist design
- Functional appearance
The Problem
Consumer electronics focused heavily on decoration rather than usability. Products often looked like furniture instead of precision engineering.
Why Redesign
Designers Hans Gugelot and Dieter Rams embraced simplicity and function. Every design decision prioritized usability while eliminating unnecessary decoration.
The Result
The Braun SK4, now in MoMA's collection, influenced generations of industrial designers and inspired countless modern consumer electronics.
17. Nespresso Machine
Company: Nestlé · Year: 1986 · Type: New category
Before vs After
Before
- Café-quality coffee required skill
- Large espresso machines
- Time-consuming preparation
After
- Coffee capsules
- One-touch brewing
- Consistent quality
The Problem
Making café-quality espresso at home required expensive machines and professional skills. Many coffee lovers wanted convenience without sacrificing taste.
Why Redesign
Nespresso simplified the entire brewing process through capsule technology and elegant machine design. Every cup delivered consistent quality with minimal effort.
The Result
Nespresso now operates in more than 60 countries, and its capsule model created a premium home-coffee category.
18. Oral-B Electric Toothbrush
Company: Oral-B (Procter & Gamble) · Type: Technology redesign
Before vs After
Before
- Manual brushing
- Inconsistent cleaning
- Basic handles
After
- Oscillating brush head
- Pressure sensors
- Smart guidance
The Problem
Many people brushed either too hard or too softly, reducing cleaning effectiveness while increasing the risk of gum damage.
Why Redesign
Oral-B combined dental research with electronics to create smarter brushing experiences. Sensors and timers helped users improve their daily habits.
The Result
Oral-B's 1991 Plaque Remover D5 was the first electric toothbrush clinically shown to clean better than a manual brush, which helped turn electric brushing into a mainstream category. For a manual-brush take on the same problem, see the ergonomic toothbrush Analogy Design designed for Pepsodent.
19. KitchenAid Stand Mixer
Company: KitchenAid (Whirlpool) · Year: 1919 · Type: Evolutionary redesign
Before vs After
Before
- Heavy commercial equipment
- Limited home use
After
- Elegant countertop appliance
- Multiple attachments
- Timeless design
The Problem
Home cooks wanted professional performance without industrial-sized equipment occupying their kitchens.
Why Redesign
KitchenAid refined the stand mixer through stronger motors, versatile attachments, and an iconic silhouette that remained familiar across generations.
The Result
KitchenAid marked 100 years of the stand mixer in 2019, and it is still assembled in Greenville, Ohio, with a silhouette owners recognize instantly.
20. Zippo Lighter
Company: Zippo · Year: 1933 · Type: Engineering redesign
Before vs After
Before
- Fragile lighters
- Wind-sensitive flame
- Poor durability
After
- Windproof design
- Flip-top lid
- Lifetime reliability
The Problem
Early lighters often failed outdoors because wind easily extinguished the flame. Durability also remained a major concern.
Why Redesign
Zippo redesigned the lighter around reliability. The windproof chimney, sturdy metal body, and refillable mechanism transformed a simple tool into a trusted everyday companion.
The Result
Zippo has sold more than 600 million lighters worldwide and became one of the longest-lasting examples of timeless industrial design.
What These Electronics Redesigns Teach
- Sony Walkman introduced portable experiences
- Apple iPod simplified user experience
- Dyson solved a major engineering problem
- Game Boy redefined portability
- Polaroid redesigned the customer experience
- Braun focused on minimalist industrial design
- Nespresso transformed a service into a product
- Oral-B improved health through technology
- KitchenAid showed evolution without changing identity
- Zippo proved continuous refinement beats constant reinvention
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Automotive And Mobility Product Redesign Examples
Cars, scooters and bikes are redesigned under tighter constraints than almost any other product: safety rules, emissions limits and loyal owners who notice every change. These ten examples show how mobility brands modernize while keeping the shape people recognize. Few categories show the evolution of products as clearly: the Porsche 911 and Ford Mustang have each been on sale for more than 60 years, changing almost everything underneath while keeping the silhouette.
21. Volkswagen Beetle
Company: Volkswagen · Year: 1938 (original), 1997 (New Beetle) · Type: Evolutionary redesign
Before vs After
Before
- Compact economy car
- Basic engineering
- Minimal comfort
After
- Modern safety features
- Rounded iconic styling
- Improved performance and comfort
The Problem
The original Volkswagen Beetle earned its reputation as an affordable and reliable people's car. As decades passed, customer expectations evolved. Buyers wanted better safety, comfort, and technology while still loving the Beetle's unmistakable personality.
Why Redesign
Volkswagen modernized almost every part of the car while preserving its signature silhouette. Engineers improved the chassis, engine, suspension, and interior without losing the emotional connection people had built over generations.
The Result
The original Beetle reached 21,528,480 units before the last one left Volkswagen's Puebla plant in Mexico in 2003. The New Beetle (1997) and the later Beetle (2011) carried its silhouette until production ended in 2019, showing how a strong identity can outlast the product it started on.
22. Mini Cooper
Company: BMW (MINI) · Year: 2001 · Type: Evolutionary redesign
Before vs After
Before
- Tiny city car
- Simple interior
- Limited safety
After
- Premium compact car
- Modern technology
- Enhanced driving experience
The Problem
The original Mini became a symbol of efficient urban transportation. Modern customers, however, expected greater comfort, advanced safety systems, and premium features without sacrificing the playful driving experience.
Why Redesign
After BMW acquired the Mini brand, designers increased its size, improved build quality, introduced digital technology, and refined performance while maintaining the instantly recognizable design.
The Result
BMW says more than 6.5 million MINIs have been sold worldwide since the 2001 relaunch.
23. Porsche 911
Company: Porsche · Year: 1964 · Type: Evolutionary redesign
Before vs After
Before
- Lightweight sports car
- Air-cooled engine
- Minimal electronics
After
- High-performance engineering
- Advanced aerodynamics
- Modern technology with classic styling
The Problem
Sports car technology advanced rapidly over six decades. Customers demanded more speed, greater safety, improved reliability, and enhanced comfort while expecting the Porsche 911 to remain instantly recognizable.
Why Redesign
Porsche followed an evolutionary approach rather than dramatic reinvention. Every generation refined aerodynamics, engine performance, suspension, and materials while protecting the car's timeless silhouette.
The Result
In May 2017, Porsche built the one-millionth 911 at Zuffenhausen, and the car is still recognizably the 1964 original.
24. Vespa Scooter
Company: Piaggio · Year: 1946 · Type: Evolutionary redesign
Before vs After
Before
- Basic post-war transportation
- Small engine
- Minimal storage
After
- Stylish urban scooter
- Better performance
- Improved comfort and safety
The Problem
The original Vespa solved transportation challenges after World War II. As cities modernized, riders looked for greater comfort, reliability, and efficiency while appreciating the scooter's iconic Italian design.
Why Redesign
Piaggio continuously improved engines, suspension, braking systems, storage capacity, and fuel efficiency while preserving the timeless body shape.
The Result
Piaggio passed 19 million Vespas produced in 2021, its 75th year, with the scooter sold in 83 countries.
25. Jeep Wrangler
Company: Jeep (Stellantis) · Year: 1986 · Type: Repositioning
Before vs After
Before
- Military utility vehicle
- Rugged interior
- Limited comfort
After
- Adventure lifestyle vehicle
- Modern cabin
- Advanced off-road technology
The Problem
The Jeep earned its reputation through military service and exceptional off-road capability. Civilian customers loved its toughness but wanted a more comfortable everyday driving experience.
Why Redesign
Jeep introduced stronger engines, improved interiors, advanced suspension systems, removable roof options, and modern infotainment while maintaining legendary off-road performance.
The Result
Jeep sold its five-millionth Wrangler in 2023, 37 years after the 1986 launch.
26. Ford Mustang
Company: Ford · Year: 1964 · Type: Evolutionary redesign
Before vs After
Before
- Affordable muscle car
- Simple engineering
- Limited safety technology
After
- Modern performance car
- Advanced electronics
- Global sports car
The Problem
Changing fuel prices, emissions regulations, and customer expectations challenged the muscle car segment. Ford needed to modernize performance while preserving the Mustang's emotional appeal.
Why Redesign
Engineers improved aerodynamics, fuel efficiency, handling, safety, and interior technology without losing the aggressive character that made the Mustang famous.
The Result
Ford built the 10-millionth Mustang in August 2018, more than half a century after the first one.
27. Fiat 500
Company: Fiat (Stellantis) · Year: 1957 (original), 2007 (relaunch) · Type: Evolutionary redesign
Before vs After
Before
- Tiny economy car
- Practical transportation
- Limited features
After
- Retro-inspired city car
- Premium interiors
- Electric variants
The Problem
The original Fiat 500 served as affordable transportation for post-war Europe. Modern drivers wanted style, personalization, efficiency, and advanced technology within a compact footprint.
Why Redesign
Fiat blended nostalgic styling with modern engineering, creating a product that appealed to younger urban customers while honoring its heritage.
The Result
The relaunched 500 passed one million units by 2012 and two million at Fiat's Tychy plant in Poland by 2018.
28. Toyota Prius
Company: Toyota · Year: 1997 · Type: Technology redesign
Before vs After
Before
- Traditional petrol vehicles
- High fuel consumption
- Limited environmental focus
After
- Hybrid technology
- Better fuel efficiency
- Eco-conscious design
The Problem
Growing environmental concerns and rising fuel costs created demand for cleaner transportation. Most manufacturers still focused primarily on conventional engines.
Why Redesign
Toyota invested heavily in hybrid technology, redesigning the entire powertrain rather than making small efficiency improvements.
The Result
Toyota sold about 5 million Prius cars worldwide between December 1997 and September 2022, and hybrids paved the way for the industry's shift to electrification.
29. Tesla Roadster
Company: Tesla · Year: 2008 · Type: New category
Before vs After
Before
- Electric cars viewed as slow
- Limited driving range
- Low excitement
After
- High-performance electric sports car
- Modern battery technology
- Premium image
The Problem
Electric vehicles struggled with public perception. Many consumers associated them with compromise rather than performance.
Why Redesign
Tesla reimagined electric mobility by combining sports car performance with battery innovation and premium design.
The Result
Tesla delivered about 2,450 Roadsters in more than 30 countries, enough to prove that buyers would pay for a fast electric car.
30. Brompton Folding Bicycle
Company: Brompton · Type: Engineering redesign
Before vs After
Before
- Conventional bicycles
- Difficult public transport integration
- Bulky storage
After
- Compact folding mechanism
- Easy portability
- Urban commuting solution
The Problem
City commuters wanted bicycles that worked alongside trains, buses, and small apartments. Traditional bicycles often became inconvenient during daily travel.
Why Redesign
Brompton redesigned the bicycle around portability. Engineers created a compact folding system that preserved ride quality while dramatically reducing storage space.
The Result
Brompton sold 78,530 bikes in the year to March 2025, on revenue of £121.5 million.
What These Mobility Redesigns Teach
- Preserving heritage while modernizing (Porsche 911, Volkswagen Beetle, Fiat 500)
- Lifestyle repositioning (Jeep Wrangler, Vespa)
- Technology-driven redesign (Toyota Prius, Tesla Roadster)
- Solving urban mobility problems (Mini Cooper, Brompton)
- Performance evolution (Ford Mustang)
Fashion, Footwear And Lifestyle Product Redesign Examples
Fashion and lifestyle redesigns rarely start with new engineering. More often, a brand keeps a proven product almost unchanged and finds the audience, colors and collaborations that turn a work tool into something people want to be seen with. These are products that changed over time without changing much at all: the Converse All Star dates from 1917 and the Ray-Ban Aviator from 1937, yet both now sell to audiences their makers never planned for.
31. Crocs Classic Clog
Company: Crocs · Year: 2002 · Type: Repositioning
Before vs After
Before
- Simple boating shoe
- Limited colors
- Functional appearance
After
- Global fashion icon
- Hundreds of color options
- Customizable with Jibbitz charms
The Problem
When Crocs launched in 2002, the shoes were celebrated for comfort but criticized for their appearance. Many people called them bulky and unattractive. While customers loved how they felt, the design struggled to gain mainstream acceptance.
Why Redesign
Instead of changing what made Crocs comfortable, the company embraced its unique identity. New colors, collaborations with celebrities and luxury brands, limited-edition collections, and Jibbitz charms transformed the shoe into a form of self-expression. Crocs turned personality into its biggest strength.
The Result
Crocs evolved from a niche boating shoe into a global fashion phenomenon, with 2025 revenue of about $4.04 billion.
32. Converse Chuck Taylor All Star
Company: Converse (Nike) · Year: 1917 · Type: Evolutionary redesign
Before vs After
Before
- Basic basketball shoe
- Canvas upper
- Limited cushioning
After
- Lifestyle sneaker
- Improved comfort
- Modern materials
The Problem
The Chuck Taylor began as a basketball shoe, but advancements in sports footwear made it less competitive on the court. Customers continued loving its timeless look while expecting greater comfort for everyday wear.
Why Redesign
Converse preserved the classic silhouette while upgrading cushioning, arch support, and materials. The redesign respected the heritage while adapting the shoe for modern lifestyles.
The Result
More than a century after its 1917 launch, the Chuck Taylor All Star is still sold with the same canvas upper, rubber toe cap and ankle patch.
33. Dr. Martens Boots
Company: Dr. Martens · Year: 1960 · Type: Repositioning
Before vs After
Before
- Work boots
- Industrial purpose
- Limited audience
After
- Fashion statement
- Premium materials
- Global lifestyle brand
The Problem
Originally designed for factory workers, Dr. Martens boots offered exceptional durability but appealed to a narrow customer base. Fashion trends created opportunities far beyond workwear.
Why Redesign
The brand refined leather quality, introduced new colors, expanded styles, and embraced music, art, and youth culture. The boots evolved from practical footwear into a symbol of individuality.
The Result
The 1460 boot first came off the line on April 1, 1960. Dr. Martens sold 10.2 million pairs in the year to March 2026.
34. Birkenstock Sandals
Company: Birkenstock · Type: Repositioning
Before vs After
Before
- Orthopedic footwear
- Functional appearance
- Medical positioning
After
- Premium lifestyle sandal
- Luxury collaborations
- Fashion essential
The Problem
Birkenstock built a loyal following because of its ergonomic footbed, yet many shoppers viewed the sandals as purely practical. The brand needed broader appeal without losing its health-focused design.
Why Redesign
Birkenstock improved materials, introduced premium finishes, collaborated with luxury designers, and modernized branding while preserving the famous cork footbed.
The Result
Birkenstock reported fiscal 2025 revenue of about €2.1 billion, up 16%, with the cork footbed still at the center of the range.
35. Vans Old Skool
Company: Vans · Year: 1977 · Type: Repositioning
Before vs After
Before
- Skateboarding shoe
- Limited color options
- Basic construction
After
- Streetwear icon
- Endless collaborations
- Improved durability
The Problem
As skateboarding entered mainstream culture, customers wanted footwear that performed well while expressing personal style.
Why Redesign
Vans strengthened construction, introduced fresh colorways, and partnered with artists, musicians, and designers. The famous side stripe became one of the brand's strongest visual assets.
The Result
The side stripe that debuted on the Old Skool became the trademark Vans now puts across its whole range.
36. Ray-Ban Aviator
Company: Ray-Ban (EssilorLuxottica) · Year: 1937 · Type: Repositioning
Before vs After
Before
- Military sunglasses
- Functional design
- Limited audience
After
- Global fashion accessory
- Premium lenses
- Timeless styling
The Problem
Ray-Ban Aviators were originally created for military pilots. Civilian consumers appreciated the design but wanted more variety and lifestyle appeal.
Why Redesign
Ray-Ban expanded lens technologies, introduced new frame finishes, and embraced Hollywood, music, and fashion. The redesign focused on broadening appeal while maintaining the signature teardrop shape.
The Result
Bausch & Lomb's 1936 anti-glare pilot glasses went on public sale in 1937 and became the metal-frame Aviator, a shape Ray-Ban still sells today.
37. Stanley Quencher Tumbler
Company: Stanley (PMI) · Year: 2016 · Type: Repositioning
Before vs After
Before
- Utility drink container
- Outdoor audience
- Functional appearance
After
- Lifestyle tumbler
- Social media sensation
- Premium everyday accessory
The Problem
Stanley built its reputation among construction workers and outdoor enthusiasts. Younger consumers sought drinkware that combined performance with style and everyday convenience.
Why Redesign
The company introduced larger capacities, comfortable handles, car-friendly bases, vibrant colors, and influencer collaborations. The tumbler quickly became a lifestyle product rather than simply drinkware.
The Result
CNBC reported Stanley's revenue at about $73 million in 2019, projected to top $750 million in 2023.
38. Hydro Flask
Company: Hydro Flask · Year: 2009 · Type: Engineering redesign
Before vs After
Before
- Standard reusable bottle
- Limited insulation
- Basic appearance
After
- Double-wall insulation
- Bright color options
- Premium outdoor identity
The Problem
Reusable bottles often struggled to maintain beverage temperature for long periods. Outdoor enthusiasts wanted products that performed during demanding adventures.
Why Redesign
Hydro Flask focused on vacuum insulation, powder-coated finishes, durable materials, and stylish colors. Performance and aesthetics developed together.
The Result
Helen of Troy bought Hydro Flask in 2016 for about $210 million, and the brand inspired countless competitors.
39. Nalgene Bottle
Company: Nalgene · Type: Repositioning
Before vs After
Before
- Laboratory container
- Scientific use
- Functional design
After
- Outdoor essential
- BPA-free materials
- Wide-mouth convenience
The Problem
Scientists appreciated Nalgene bottles for their durability, while outdoor enthusiasts unexpectedly discovered the same benefits during hiking and camping trips.
Why Redesign
The company embraced this new audience by improving grip, introducing vibrant colors, enhancing measurements, and transitioning to BPA-free materials.
The Result
Nalgene dropped BPA-based polycarbonate from its outdoor bottles in 2008 and kept the wide-mouth shape backpackers had adopted decades earlier.
40. Timberland Yellow Boot
Company: Timberland · Year: 1973 · Type: Repositioning
Before vs After
Before
- Construction boot
- Heavy work footwear
- Utility focused
After
- Fashion icon
- Premium craftsmanship
- Lifestyle product
The Problem
The original Timberland boot excelled on construction sites because of its waterproof durability. Urban consumers admired the rugged look and wanted the same product for everyday wear.
Why Redesign
Timberland expanded color choices, improved comfort, introduced sustainable leather sourcing, and collaborated with designers while preserving the instantly recognizable silhouette.
The Result
Timberland marked 50 years of the yellow boot in 2023 and still sells it as the 1973 original.
What These Lifestyle Redesigns Teach
- A new audience can matter more than new engineering (Crocs, Stanley, Nalgene, Timberland)
- Protect the signature detail (Vans side stripe, Ray-Ban teardrop, Birkenstock cork footbed)
- Collaborations extend reach without changing the core product (Crocs, Birkenstock, Vans)
- Performance and aesthetics can develop together (Hydro Flask, Converse)
Household, Personal Care And Everyday Product Redesign Examples
Household and everyday products are used so often that small design decisions add up to enormous numbers. These redesigns show how precision manufacturing, better materials and attention to ergonomics turned ordinary objects into category leaders.
41. LEGO Brick
Company: The LEGO Group · Year: 1958 · Type: Engineering redesign
Before vs After
Before
- Wooden toys and early plastic bricks
- Weak grip between pieces
- Models fell apart easily
After
- Precision-molded stud-and-tube bricks
- Universal compatibility
- Endless creative possibilities
The Problem
LEGO began with wooden toys, and its first plastic bricks from 1949 were hollow underneath, so models were unstable and fell apart. Markets complained, competitors were moving in, and the company realized the brick itself needed a better design.
Why Redesign
On 28 January 1958, LEGO filed a patent for the stud-and-tube brick. The tubes underneath gave every brick the clutch to hold firmly while remaining easy to separate, and the company kept the same dimensions for decades so new sets work with older collections.
The Result
LEGO reported record 2025 revenue of DKK 83.5 billion, up 12%, and Bloomberg calls it the world's largest toymaker.
42. BIC Cristal Pen
Company: BIC · Year: 1950 · Type: Manufacturing redesign
Before vs After
Before
- Expensive fountain pens
- Frequent ink leaks
- High maintenance
After
- Affordable ballpoint pen
- Smooth writing
- Disposable convenience
The Problem
Writing instruments were once expensive, messy, and difficult to maintain. Fountain pens leaked, required constant refilling, and often stained clothes and documents. Everyday writing deserved a simpler solution.
Why Redesign
BIC focused on simplicity. The transparent barrel allowed users to see remaining ink, while precision engineering ensured smooth and reliable writing. Every design decision reduced cost without compromising performance.
The Result
BIC sold its 100 billionth disposable ballpoint in 2005, an average of 57 pens a second since 1950, with the Cristal at the heart of the range.
43. Gillette Safety Razor
Company: Gillette (Procter & Gamble) · Year: 1903 · Type: Business model redesign
Before vs After
Before
- Straight razors
- Skilled handling required
- Higher risk of cuts
After
- Replaceable blades
- Safer shaving
- Convenient daily use
The Problem
Traditional shaving required experience and patience. Many people found straight razors intimidating and inconvenient for everyday grooming.
Why Redesign
King C. Gillette introduced a safety razor with disposable blades. Customers replaced only the blade instead of sharpening the entire razor, making shaving quicker, safer, and more accessible.
The Result
Gillette sold 51 razors and 168 blades in 1903; by the end of 1904 it had made 90,000 razors and 12.4 million blades, the start of the razor-and-blades business model.
44. OXO Good Grips Kitchen Tools
Company: OXO · Year: 1990 · Type: Ergonomic redesign
Before vs After
Before
- Thin metal handles
- Uncomfortable grip
- Limited accessibility
After
- Soft ergonomic handles
- Better control
- Universal usability
The Problem
Sam Farber noticed his wife struggled to use traditional kitchen tools because of arthritis. Many utensils prioritized manufacturing efficiency while overlooking comfort.
Why Redesign
OXO developed thick, non-slip handles that reduced strain and improved grip. Although designed for people with arthritis, the products proved more comfortable for everyone.
The Result
OXO launched with 15 Good Grips tools in 1990, and Helen of Troy bought the company in 2004 for $273.2 million. It proved that designing for accessibility often creates better products for every customer.
45. Swiss Army Knife
Company: Victorinox · Year: 1891 · Type: Evolutionary redesign
Before vs After
Before
- Single-purpose tools
- Separate equipment
- Limited portability
After
- Multi-tool design
- Compact size
- Everyday convenience
The Problem
Carrying multiple tools required extra space and organization. Travelers, soldiers, and outdoor enthusiasts wanted one reliable solution instead of several individual tools.
Why Redesign
Victorinox continuously added useful functions while improving durability, materials, and precision engineering. The familiar red handle remained unchanged, strengthening brand recognition.
The Result
Victorinox makes about ten million Swiss Army Knives a year and produced its 500-millionth Original Swiss Army Knife in 2017.
46. Pyrex Cookware
Company: Corning (Pyrex) · Year: 1915 · Type: Materials redesign
Before vs After
Before
- Fragile kitchen glassware
- Limited heat resistance
- Frequent breakage
After
- Heat-resistant glass
- Oven-safe cookware
- Versatile kitchen use
The Problem
Early glass cookware cracked easily under high temperatures, limiting how people cooked and baked at home.
Why Redesign
Pyrex introduced specialized heat-resistant glass that handled dramatic temperature changes. The redesign expanded cooking possibilities while improving safety.
The Result
Corning launched Pyrex in 1915 with 12 clear glass pieces, and a century later the Corning Museum of Glass staged a centennial exhibition for it.
47. Moleskine Notebook
Company: Moleskine · Year: 1997 · Type: Repositioning
Before vs After
Before
- Ordinary notebooks
- Basic construction
- Limited brand identity
After
- Premium notebook
- Elastic closure
- Elegant minimalist design
The Problem
Most notebooks focused purely on function. Writers, artists, designers, and entrepreneurs wanted something that reflected creativity and craftsmanship.
Why Redesign
Moleskine combined premium paper, durable covers, thoughtful details, and timeless aesthetics to create a notebook people proudly carried every day.
The Result
Moleskine started in 1997 with a run of 5,000 notebooks; by 2025 its turnover was €117.8 million.
48. Post-it Notes
Company: 3M · Year: 1980 · Type: New category
Before vs After
Before
- Paper reminders
- Tape required
- Difficult repositioning
After
- Reusable adhesive notes
- Easy organization
- Endless applications
The Problem
People frequently left reminders using scraps of paper that easily disappeared or damaged surfaces with glue and tape.
Why Redesign
Scientists at 3M discovered a low-tack adhesive and transformed what first appeared to be a failed experiment into one of the world's most useful office products.
The Result
Post-it Notes reached US stores on April 6, 1980, and 3M now sells them in more than 150 countries.
49. Tefal Non-Stick Frying Pan
Company: Tefal (Groupe SEB) · Year: 1956 · Type: Materials redesign
Before vs After
Before
- Food sticking to pans
- Difficult cleaning
- Heavy oil usage
After
- Non-stick coating
- Faster cleaning
- Healthier cooking
The Problem
Cooking often meant scraping burnt food from pans and spending extra time cleaning. Home cooks wanted cookware that simplified everyday meals.
Why Redesign
Tefal introduced non-stick coatings that improved cooking performance while reducing the amount of oil required. Convenience became the product's biggest selling point.
The Result
Tefal's Rumilly factory produced its 500-millionth pan in March 1994, and non-stick became a standard feature in kitchens worldwide.
50. Johnson's Baby Shampoo
Company: Johnson & Johnson · Year: 1953 · Type: Formulation and packaging redesign
Before vs After
Before
- Adult shampoo formulas
- Eye irritation
- Limited child-focused design
After
- Gentle formula
- Tear-free experience
- Child-friendly packaging
The Problem
Parents wanted personal care products specially designed for babies. Adult shampoos often caused discomfort during bath time, turning a simple routine into a stressful experience.
Why Redesign
Johnson's developed a gentler formula and paired it with soft, friendly packaging that reassured parents. The redesign focused equally on product performance and emotional trust.
The Result
The "No More Tears" promise introduced in 1953 is still printed on the bottle more than 70 years later.
What These Everyday Redesigns Teach
- Precision and consistency create long-term advantage (LEGO, BIC)
- Designing for accessibility improves products for everyone (OXO)
- New materials can redefine a category (Pyrex, Tefal)
- Business models can be designed too (Gillette)
Eight Reasons Products Get Redesigned
Every successful redesign begins with a meaningful reason. While every product follows a unique journey, history shows that most redesigns happen because of a handful of common patterns.
1. Customer Experience Improves
Customers interact with products every day, making even the smallest inconvenience noticeable over time. Listening carefully to feedback helps businesses identify opportunities that competitors often overlook. The most successful redesigns begin by making everyday experiences simpler, smoother, and more enjoyable.
2. Technology Evolves
Advances in technology open the door to products that perform better while using fewer resources. New innovations help brands improve reliability, precision, and efficiency without changing the core purpose of the product. Companies that embrace technological progress often create entirely new customer expectations.
3. Manufacturing Becomes Smarter
Manufacturing improvements help businesses produce better products at greater scale and with higher consistency. Efficient production reduces waste, improves quality control, and shortens delivery timelines. These operational improvements strengthen both profitability and customer satisfaction.
4. Better Materials Become Available
Material innovation allows products to become lighter, stronger, safer, and more durable. New materials also improve sustainability, comfort, and long-term performance. Choosing the right material often transforms the overall customer experience without changing the product's purpose.
5. Consumer Lifestyles Change
As people's habits evolve, products must adapt to fit new routines and expectations. Urban living, remote work, health awareness, and digital lifestyles continue influencing product design across industries. Brands that evolve alongside their customers remain relevant for decades.
6. Competition Raises Expectations
Every new competitor pushes the market toward better products and higher standards. Continuous improvement helps businesses stand out while strengthening customer loyalty. Companies that consistently innovate often become the benchmark that others aspire to follow.
7. Sustainability Drives Innovation
Customers increasingly value products that balance performance with environmental responsibility. Redesigning products with recyclable materials, efficient manufacturing, and longer lifecycles creates benefits for both businesses and society. Sustainability has become a powerful driver of modern product innovation.
8. Brands Grow Into New Markets
Expanding into new regions or customer segments often requires thoughtful product adaptation. Design changes help products appeal to different cultures, lifestyles, and purchasing behaviors while preserving the brand's identity. A well-planned redesign makes global growth more achievable and sustainable.
A redesign often helps companies reach new audiences, enter global markets, or expand into entirely new product categories while maintaining a recognizable identity.
Across every industry, these reasons appear again and again. They form the foundation of countless product development examples and product innovation examples that continue shaping the products we use every day.
Eight Signs Your Product Is Ready For A Redesign
A product rarely asks for a redesign directly. Customers reveal the need through their behavior, feedback, and purchasing decisions.
Watch for these signals:
- Customer complaints begin repeating the same issues.
- Product reviews mention usability more than features.
- Manufacturing costs continue increasing.
- Competitors deliver a noticeably better experience.
- Customer support requests become more frequent.
- Packaging creates unnecessary waste or damage.
- New materials offer better durability or sustainability.
- Sales begin slowing despite strong market demand.
One signal may suggest a small improvement. Several signals together often indicate the right time for a comprehensive redesign.
Questions Every Founder Should Ask Before Redesigning A Product
Before investing time and resources, gather the right information. Strong questions often produce stronger products.
Ask your team:
- Which customer frustration appears most often?
- Which feature creates the most value?
- Which feature receives the least engagement?
- What part of the product feels outdated?
- Which manufacturing step consumes the most time?
- Which material creates unnecessary cost?
- Which customer segment remains underserved?
- What would make customers recommend this product more often?
- Which improvement delivers the highest impact with the lowest effort?
- Which part of the experience creates delight?
The answers frequently reveal opportunities that spreadsheets alone cannot uncover. If a redesign points toward a new direction, our guide to validating a hardware product idea shows how to test demand before committing to tooling.
Product Redesign Checklist
Use this checklist before beginning any redesign project.
Customer Research
- Interview existing customers.
- Observe real product usage.
- Study customer reviews.
- Identify recurring pain points.
- Understand purchase motivations.
Product Evaluation
- Measure usability.
- Review ergonomics.
- Evaluate durability.
- Test packaging.
- Compare against competitors.
Engineering Review
- Simplify components.
- Reduce manufacturing complexity.
- Improve repairability.
- Select better materials.
- Increase product reliability.
Business Review
- Estimate redesign cost.
- Calculate expected return.
- Review pricing strategy.
- Analyze production capacity.
- Plan launch timeline.
A structured evaluation reduces guesswork and increases the likelihood of a successful redesign.
Use the checklist with us
Turn the checklist into a plan.
We'll work through customer research, engineering and DFM with your team, from audit to production-ready design.
Common Product Redesign Mistakes
Many redesign projects struggle because businesses focus on appearance while overlooking customer experience.
Some of the most common mistakes include:
- Redesigning for trends instead of customers.
- Adding features that increase complexity.
- Ignoring manufacturing feasibility.
- Skipping prototype testing.
- Overlooking packaging improvements.
- Collecting too little customer feedback.
- Changing too many elements simultaneously.
- Losing the product's original identity.
- Delaying improvements until customers leave.
- Measuring success only through appearance.
The strongest redesigns improve functionality, usability, engineering, and emotional connection together.
How Analogy Design Approaches a Product Redesign
At Analogy Design, a redesign starts with the product you already sell, not a blank page.
- Audit the evidence. Reviews, returns, support tickets and the product in real use, to find the frustration that repeats.
- Decide what stays. The form, features and details customers already recognize are protected.
- Engineer the change. Concept design, ergonomics and design for manufacturing, so the fix holds up in production.
- Prototype and test. Working prototypes are tested with users before tooling money is committed.
You can see how this plays out across consumer electronics, appliances and wellness products in our work, or read how we run the full hardware product development process.
10 Everyday Products That Still Need a Redesign
Every product above improved once someone took a familiar frustration seriously. These ten everyday products still need that treatment. Each has a documented problem, and in each case the fix is a design problem rather than a technology problem.
1. Child-resistant pill bottles
The frustration: A 2022 review in Age and Ageing found that every observational study it examined reported people struggling to open medication packaging. In one, 56.6% of people over 65 could not open a child-proof container.
What a redesign would change: Locks that rely on a sequence or alignment rather than grip strength, so a child is still blocked but arthritic hands are not.
2. Medication blister packs
The frustration: In one study from the same review, between 1% and 44% of adults over 80 could not push four tablets out of a blister pack, depending on the pack design.
What a redesign would change: Peel tabs that lift without fingernails, larger foil areas and clear dose labels, tested with older users rather than only on packing lines.
3. Clamshell packaging
The frustration: Opening packaging sends thousands of people to US emergency rooms each year, according to US government injury estimates. The frustration even has a name: wrap rage.
What a redesign would change: Tear strips, perforated seams and cardboard that protect the product in transit but open by hand.
4. TV remote controls
The frustration: In a 2016 survey of 1,812 viewers in the UK, France and Germany, 41% said they wanted remotes with fewer buttons.
What a redesign would change: Five or six buttons for what people do every day, everything else moved to the on-screen menu, and a shape that tells you which way is up in the dark.
5. Airline economy seats
The frustration: Average economy seat pitch fell from about 35 inches to about 31 between the 1970s and 2015, and to as little as 28 inches on some aircraft.
What a redesign would change: Thinner seatbacks that give knee room back without removing a row, and cushions shaped for long flights rather than for the showroom.
6. USB-A plugs
The frustration: USB co-inventor Ajay Bhatt has called the one-way plug the standard's biggest pain point.
What a redesign would change: A reversible connector. USB-C already provides one, but millions of chargers, cars and laptops are still built around USB-A.
7. Car touchscreens
The frustration: From 2026, Euro NCAP's safety tests expect indicators, wipers, hazard lights, horn and emergency call to use physical controls rather than touchscreens.
What a redesign would change: Physical buttons and dials for anything a driver uses while moving, with the screen kept for maps, media and settings.
8. EV charger payment
The frustration: J.D. Power found about one in five public EV charging attempts fail, and 11% of those failures were chargers that would not accept payment.
What a redesign would change: A contactless card reader on every unit, clear status lights and a screen that stays readable in direct sunlight.
9. Self-checkout machines
The frustration: In a 2014 UK survey of 1,017 adults, 83% said the "unexpected item in bagging area" alert annoyed them, and about 45% often needed staff help.
What a redesign would change: Weight checks tuned to real shopping bags, and a layout that lets customers fix a scanning error without waiting for staff.
10. Push-or-pull doors
The frustration: Doors whose handles invite the wrong action are known as Norman doors, after designer Don Norman, and they leave people guessing whether to push or pull.
What a redesign would change: A flat plate on the push side and a handle only on the pull side, so the hardware tells you what to do without a sign.
If your product has a frustration like these, that is where a redesign should start.
Sources
Figures for individual examples are linked where they appear. Key sources:
- The Coca-Cola Company: The history of the Coca-Cola contour bottle
- NPR: 40 years ago, the first Sony Walkman went on sale
- James Dyson Foundation: Our story
- MoMA: Radio-Phonograph (model SK 4/10), Dieter Rams and Hans Gugelot
- Zippo: 90 years
- The LEGO Group: The stud and tube principle
- New Atlas: BIC sells its 100 billionth ballpoint (2005)
- Packaging Europe: Iconic packs, the Heinz ketchup bottle
- Mondelez International: Toblerone
- Food Business News: Mars completes acquisition of Kellanova
- Age and Ageing (2022): Difficulties opening medication packaging in older adults
- Euro NCAP: Buttons are back for basic functions
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