Articles by David Lemley

Packaging for Sports and Outdoor Merchandise Needs to be Grand

Designs for active and outdoor products should pack a punch: what to do for a second wind.

You’d think that when it comes to sports and outdoor merchandise, packaging would pack a punch.


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What’s Needed: A Refresh or a Total Rebrand?

When sales hit a standstill, retail brands need to assess their options.

So many retailers are at a standstill. They often blame it on a sluggish economy. However, is that really the problem?


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Delivering Brand Promises

Great packaging sells a brand’s promise, not the product — and consumers can relate to that.

There’s a lot of “good” packaging out there: packaging that might move some products but doesn’t build category-owning brands. In other words, it’s adequate, but it isn’t great.


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10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

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Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

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