Brand Management - Design

When an iconic brand deviates from its instantly recognizable packaging design and logo, it's sure to generate buzz among consumers. For Oreo, connecting with fans of TV's "Game of Thrones" at the height of its popularity via a limited edition package design, developed a deeper connection with consumers.

Tactile enhancements, eye-catching embellishments, and natural finishes are just some of the ways brands are bringing luxury to their packaging.

In the high-end spirits segment, it has become a common practice for brands to place their bottles in a decorated carton, standing out on shelf against products solely utilizing a label. These folding cartons for Ketel One's Botanical line are a great example, combining stunning offset printing and multiple embellishments.

Packaging plays an essential role in the relationship between brands and consumers. A successful package requires strong communication between brand owners, designers, and printers.

In this episode of POW!, we take a look at Perrier's ARTXTRA initiative and how it has brought a splash of color and intrigue to the brand's packaging. With labels, cartons, plastic wrap, and cans all part of ARTXTRA, it's impressive to consider the color management efforts that took place to make the artwork consistent across these multiple materials.

As consumers continue to turn toward craft, boutique, and artisan-made products, new entrants into the spirits industry are continuing to emerge. Mi Campo tequila is one of these brands, showcasing how creative craft spirit labels can differentiate innovative producers from the competition.

One of our biggest initiatives this year at Packaging Impressions was launching the Package of the Week (aka POW!) video series. To close out 2019, we took a look back at all of our episodes and came up with five of our personal favorites.

The pet food and treat market segment is booming, and with it, comes opportunities for creative and functional packaging applications. In today's episode of POW!, Marie's Magical Dinner Dust from Stella & Chewy's showcases how an innovative spout and closure system can help owners of picky pets make meal time more enjoyable.

As social media becomes more pervasive, brands need to consider how packaging will look beyond the shelf. One company that is putting its social media presence at the forefront of its packaging design is the Brooklyn ice cream maker Van Leeuwen.

The retail landscape is becoming increasingly digital, and the rise of e-commerce has changed the way these products are packaged.