Table of Contents

Extending your brand into a related category can add to your core consumer base and create incremental revenue. But there are risks.

No longer just the ‘cheap alternative,’ store brands are signaling quality. Marketers can gain an edge by supporting retailers’strategies.

Using existing packaging for a new product concept may lower your costs. But it can erode brand equity and confuse consumers.

Start with a design brief encompassing marketing and production, working backward from the end process. Then seek guidance from vendors.

New shapes, labels and convenience features help bring canned foods into today’s world of market-driven packaging.

Zippers and sliders are integrating into the total package design. The advancements have implications from bulk-size bags to retort pouches.

First understand the narrative you want playing in your shopper’s head at the shelf. Design and execution will become crystal clear.

Investigate your options for packaging printing and production. You can achieve striking results while controlling your costs.

Lenticular and holographic images on packaging move beyond ‘eye candy’ for consumers to convey the brand’s special values.

Plastic jugs protect milk’s taste, quality from oxidation.

Backpack-friendly lunch kit adds choice for active lifestyles. Multiple decorative effects say‘forever’ on perfume packaging.

Structural design gives bottled water an edge