The theme of this graduate thesis covers the process of positioning using the method of product differentiation in the market by focusing on the visual aspect of packaging redesign. The goal is to design a conceptual solution that identifies with the needs and desires of the selected target audience (university students) and thus achieve product differentiation in the market. The theoretical part of the paper explains in detail the segment where marketing and design overlap. Specifically about the way how the process of positioning can differentiate the product by using physical characteristics on the packaging. Using a style and tone in visual communication that is focused on the target group. Furthermore, the graphic elements and information that are most often present in the design on the packaging are also analyzed. Next, the importance of achieving a strong visual hierarchy in the design process is described. The experimental part of the paper contains research and analysis of the selected product as well as its competition. Through an in-depth interview, the opinions and attitudes of the target group members about the current packaging design of the selected product and its competition were explored. The results of the entire research is the basis for the development of a new product positioning and the concept for the solution, ie redesign. Finally, the process of making the redesign is presented, as well as its comparison with the current packaging design of the selected product.