3

• Research objectives This research aims to understand how marketing and design professionals visually reconcile representations of longevity and modernity when undertaking a packaging redesign. • Methodology The three-phase study adopts a mixed-methods approach, combining interviews, a questionnaire, and a content analysis of redesign cases. • Results The findings provide a detailed account of designers’ work and illustrate how marketers evaluate and interpret this design work. • Conceptual and managerial implications These results enhance understanding of brand identity management over time and offer managerial recommendations based on concrete visual actions. • Originality This research draws on the theoretical framework of “marketing-as-practice” to examine how marketers and designers practically balance perceptions of longevity and modernity during packaging redesign.