Brand Management - Design

The road from a packaging concept to a finished product can be a long one, with numerous twists and turns. Before a package can be completed, it goes through an extensive design process prior to being run on a press. And ensuring the desired package is what ends up coming off the press can entail extensive collaboration between designers, production staff and press operators.

Metallic special effects from Color-Logic are now available for flexible packaging. The Color-Logic process, which has previously been available for offset packaging and flexographic printed labels, can now be applied to flexible films and shrink wrap materials, Director of Sales and Marketing Mark Geeves says.

Making the decision to either slightly refresh your package or do a major overhaul depends on the health of your brand. We often see brands that have been declining over the years, yet are hesitant to implement a packaging redesign. Today's brands need to continually advance forward to remain relevant. If you think of your brand's packaging as the living, breathing way in which your product is brought to life, then continually evolving your package makes ROI sense.

Kevin Cullen, president of Apex Die, offers tips on how to create visually captivating packages using UV (ultraviolet) coating, that are more likely to get picked up at the point-of-sale.

When Nestlé Dreyers evaluated one of its venerable brands, Häagen-Dazs, it decided that it needed to make it more relevant for today’s younger consumer without damaging its high-quality, premium brand image.

The world’s leading synthetic motor oil brand is one of the most consistent packagers and marketers on the store shelves today: Mobil 1.

With all the visual noise customers face as they shop, a package must be distinctive, eye-catching, and, nowadays, useful to the customer beyond holding the goods purchased. Printers play an important role.

Innovative packaging implementations from Coca-Cola, TUMS, Marabou Chocolate, Anthem Worldwide and MeadWestvaco.

Several recent trends identified by Anthem Worldwide, including simplicity, sustainability, globalization, rebirth and showcasing, will continue to impact the design environment well into this decade, says Michael Coleman, managing director.

The process involved with designing a package does not have to be a complex venture. Three players that positively or negatively impact this process are the brand manager, the design firm contracted to design the package, and the package printer. There is a lot on the line when designing a package—not the least of which is the ultimate success of the brand.