Features - Brand Packaging

Social Climbing With the use of social media and other technologies growing, packaging is engaging consumers more directly and becoming the key connection between physical and online brand experiences.

Private Labels and National Brands are Duking It Out - Who's Coming Out Ahead? National brands used to have it pretty easy. Not so anymore.

A Glimpse into 2010 Six packaging trends to appear in the new year.

A Trademark Touch Strategies for owning and protecting touchmarks. How often do you consider the distinctive tactile elements of your brand?

Sublime Consumer Packaging A run of industry shows reveal six design trends that are making a difference.

Marketing Cigarettes in this Heavily Regulated Age? Embrace the Restrictions! Quite often, the best solution to an overwhelming problem is to quit fighting it—but in a way that takes advantage of the situation.

Sustainability: Luxury Brands' Friend or Foe? Under regulatory threat, brands work to demonstrate that eco-luxury is possible.

	Designing For Retail Realities Brand marketers can no longer afford to ignore the way packaging appears in the ‘real world.’

	Kids Just Wanna Have Fun Thanks to rising obesity rates among children, mothers continue to seek out healthy snacks for their kids. But when it comes to what children want, it’s all fun and games.

	Why Less Is More The new conscious consumer calls for simplicity from brands and retailers in every form.

	Some Laundry-Detergent Caps Can Lead To Overdosing Overdosing can be a real problem for many Americans. Fortunately, it’s not that type of OD’ing. Rather, we’re talking about people using too much laundry detergent.

	Home Air Fresheners: A Category that's Anything but Stale Of course, every product can’t meet the needs of every consumer. But it is important to consider a few need states that seem to characterize discrete groups of air freshener users. by Ken Miller

	In Brands We Trust: How to Regain Consumer Trust The economic downturn, rising cost of goods and an uncertain future have created dramatic changes in consumer attitudes. by Peter Clarke

	Managing Risk in a Package Redesign: What Can We Learn From Tropicana? Perception Research Services fights the temptation to “art direct” and, instead, offers a different interpretation of what went wrong and why.

	Trevor Bynum: A delightful approach WhiteWave’s packaging is good for the earth and good for business. by Kate Bertrand Connolly

	Moira Cullen: Designing for icons For Hershey’s global design leader, the “brand idea” is the heart of the work. by Kate Bertrand Connolly

	Melinda Creswick: In it for the long run HP finds its pace with new consumer brand strategy. by Kate Bertrand Connolly

	David Glasser, Cheryl Thomas: If you want something done right… First Juice finds its niche with an organic juice for toddlers packaged in a spill-proof, re-usable bottle. by Jennifer Acevedo

	Eric Hudson: Reduce, recover, reuse Preserve CEO Eric Hudson shares his vision to make stylish, eco-friendly products— and preserve resources and encourage recycling at the same time. by Jennifer Acevedo

	David Butler: The Coke challenge Holistic design is making its mark on Coca-Cola’s billion-dollar brands. by Kate Bertrand Connolly

Going Green with Small Steps

For more than 50 years, the Marcal brand has been synonymous with 100 percent-recycled paper products. Paper made from paper, not from trees. Today the vision remains the same—to help to conserve resources, protect our environment and keep the air our families breathe cleaner and healthier. Toward that end, Marcal is restaging its Small Steps brand of recycled paper products, with a new positioning that celebrates its unique environmental commitment.

Redefine "value" through packaging

Consumers are digging more deeply to find true value these days. And while consumer perception that correlates strong pricing with value is relevant, it’s not the sole indicator. It's important for brands to assess a number of assets and identify which ones consumers place the highest value on when it comes to products and packaging. But doing this requires a shift, where the word "value" itself is first redefined as part of an updated brand strategy.

	Adult or rejuvenile? A look at the growing trend of adults cultivating tastes and mindsets traditionally associated with people younger than themselves. by Bill Goodwin

	Downsizing on the way up—but at what cost to brands? Brands are struggling for ways to manage costs. But instead of creative methods, many have been reducing product contents and, frequently, retooling packaging so the tactic goes under shoppers' radar.

Global Design: Who’s leading the way?

The world’s attention seems to focus on Cannes in the South of France each spring, at film festival time. But the phenomenal buzz of the renowned International Film Festival is not confined to the latest movies and its stars. The stars of the global creative industry also gather here as the city plays host to the annual Cannes Lions International Advertising Festival.

by Jonathan Ford

Revving up the drive-thru experience Exactly what’s wrong with the dashboard dining experience? And what can package innovation do about it? by Ken Miller

Five principles for packaging new products For established brands, many shoppers come to the shelf looking for the product—and the primary role of the packaging is to ensure recognition that it is indeed the brand and product people know and trust. But new product packaging, faces a different (and far more demanding) set of challenges. by Scott Young

How Can Private Label Brands Lead Innovation?

Three Strategies for Generating Profits It is all too easy to lose sight of the fact that structural packaging innovation can, fundamentally, be a very powerful business tool.

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