It seems like the U.S. box art is not the only packaging that Sony has updated recently for Bloodborne. A listing from Amazon.jp indicated that the company also changed the slipcase included in the Japanese Collector’s Edition. You can compare the old and new versions of the packaging below.
New: 
Old:
The Bloodborne Collector’s Edition is slightly different in Japan compared to the United States. Both version comes with a slipcase (even though, for now, the U.S. version has the same design as the original Japanese package) along with an art book and digital soundtrack. The U.S. release includes an additional extra with the steel book case.
After being slotted for a February launch, Bloodborne is now slated to come out on the 24th of March in the U.S. For the uninformed, the new I.P., first announced at E3 2014, comes from the developer of Dark Souls and Demon’s Souls. It maintain some of the elements from prior games while adding some new twists to the formula at the same time. The product will only be available on the PlayStation 4 with Sony as the publisher.
If you haven’t already, you can preorder the U.S. version of the Bloodborne Collector’s Edition on Amazon.com with this link.