Good design helps to sell the product. But it must not only be good, but also the right design for the product. You can argue about right and wrong, but the decisive factor is how you want to be perceived. In the case of the Swiss syrup manufacturer Zuckerpeische in Lucerne, an unusual design was available (which is good), but the desired target group was not reached. The redesign of the brand should improve this and position the manufactory more clearly.