WALTHAM, Mass. -- During a package redesign, brand managers tend to act like Goldilocks. They look for the design that's just right: Not enough change and the product doesn't catch the attention of potential new customers; too much change and loyal purchasers can be lost because they no longer recognize their favorite brand.
Navigating this fine line is Pastene Cos., Waltham, Mass., a 120-year-old, family-owned regional supplier of Italian foods. Tom White, director of operations, sai