SmashBrand, a U.S.-based brand and packaging design agency, has updated its PREformance Testing Suite in 2025 to reflect new demands from consumer packaged goods companies under pressure to validate design investments before launch. The company said the updates focus on real-time digital testing environments and expanded global sampling, allowing brands to test packaging concepts across multiple markets simultaneously.
Kevin Smith, co-founder and CEO of SmashBrand, said the move is a response to heightened risk in product launches. “The cost of getting packaging wrong is higher than it’s ever been,” Smith said. “Retailers and consumers are less forgiving, which means testing before launch has become a necessity rather than a choice.”
SmashBrand first introduced the PREformance system in 2019, framing it as a way to integrate consumer data into design. Co-founder and Director of Testing and Insights Michael Keplinger said the 2025 update was designed to account for changes in how people shop. “We’re seeing faster shifts in consumer preferences, and digital-first testing helps capture those shifts before products hit shelves,” Keplinger said.
As part of the update, the company has introduced correlation analysis to strengthen its testing. “By connecting consumers’ intent to purchase with their perceptions of various drivers, we generate statistically validated metrics that reveal which factors actually translate into buying decisions,” Keplinger explained. “This not only increases confidence in the results but also provides clear strategic direction on how to win on the shelf.” SmashBrand noted that many of its additional functions remain proprietary.
The announcement comes at a time when multinational companies are grappling with increased competition from smaller, agile brands. According to industry analysts, design decisions that once relied on intuition are now under scrutiny for their measurable impact. SmashBrand says PREformance has contributed to client revenue outcomes exceeding $20 billion since its launch, though the firm has not disclosed specific brand figures due to nondisclosure agreements.
The agency, which has worked with companies including Duracell, Walmart, and OXO, emphasized that the 2025 update is not a rebrand but an expansion of capabilities. Creative Director Shelbi Sturges said the system has shifted how designers approach their work. “In the past, you could argue about design decisions,” Sturges said. “Now, if the data doesn’t support it, the design doesn’t move forward.”
SmashBrand’s focus on testing reflects a wider shift in the packaging industry, where consumer validation has become central to decision-making. Analysts note that as companies enter new markets and face rising costs, the pressure to ensure packaging performs before launch is likely to intensify.
