A just-released study by the Boston Consulting Group (BCG) ranks the 50 most innovative companies. Not surprising, the list is dominated by large corporations, but relatively few are consumer packaged goods companies (CPGs).
Packaging has two major functions: protect and sell. It’s impossible to say which is more important. However, we know packaging that effectively combines both purposes can form the basis of a brand’s image.
Haven’t you always wanted to leave your competition in the dust? To keep an eye on them, but not really care what they are doing because your brand is so wildly successful? This doesn’t have to be a fantasy: Start thinking and designing on a vertical plane instead of a horizontal one.
Taking risks with your packaging and stepping outside of category norms are scary brand moves. Playing it safe with design and messaging may feel comfortable, but what brand has ever created an impassioned, excited following with a middle-of-the-road strategy?
We’re so constantly bombarded with stimuli that our brains are built to weed out all but the most urgent of incoming material. So for the first issue in our third decade of publishing, we decided to shake things up: Our brand mark’s design, while attractive, hasn’t matched our messaging, and it was time to set that straight.
I’m very bothered by mindless consumption and the over-massing of possessions, a major problem in America. If you’ve watched “The True Cost” or seen young adults’ haul videos on YouTube, I would think you too are in the same boat.