While being among the top-selling brand in several categories, SLV does need to get rid of some features, that prevent its from evolving.
1) Cluttered: the packaging claims a lot of things at once — rural, natural, traditional, kind. This makes the message blurred, the packaging feels overloaded with senses. We need to focus on one main element, cleaning the space for the fresh air of brand evolution.
2) Old-Fashionable: Brand Character goes far to the past. It appeals to the things that should be rather in regional studies museum, than on the shelves of the supermarket.
3) Non-vital: again, we need something more than some cliche visual claims. Sometimes saying nothing is better, than screaming loud. We need to re-invent the character and give the consumer freedom to let it into his life. It should not be just another packaging-with-rural-landscape-and-the-cows. Ideally, it has to be another member of the family, and may not be older mama with her endless advises.